The Ground is a local coffee and plant shop opening soon in St. Louis, MO. EightOne Creative worked with the owner of The Ground to develop a logo and brand experience, including fonts and a color palette to be used on cups, signage, t-shirts and menus. The owner came to me with a very specific vision in mind. She wanted a logo featuring a staghorn fern in a blue coffee mug. She also wanted the style of the logo to resemble a watercolor painting so it would have that "cozy vibe" to it. Pairing it with a crisp serif font helped keep things clean and modern.