I’ve recently had the pleasure of establishing a brand new look for a favorite local LA hangout, Cahuenga General Store. After I came to the store (which is really a café) the first time, I fell in love with it and quickly became friends with the owner, Anita. She’s been in business for over 15 years, here in the Valley and she runs a business that feels really old-school and personable, which is so rare in LA these days. Like most small businesses, over the years, the place has changed a lot, with variations of the name, logo, menu, etc.

I really wanted this place to have a strong identity and a quality online presence that matches the quality you get in the store. Starting with the logo, I took a long time come up with many different type treatments, some hand-rendered and some derived from existing typefaces. In the end, I went with something that’s a mix of both. It has a vintage feel, but there’s still something contemporary about it.

The new logo is now slowly but surely being introduced to the store on new menus, business cards and even a new website. There’s a lot more in store for… the store in the coming months and I’m excited to have the opportunity to take part in it all. If you’re in the LA area, definitely stop by and check this place out!