Hart House

Role: Design Director
Design Team: Kimi Lewis, Ivan Alvarado
Art Director: Jackie Tambara
Creative Director: Chelsea Matthews

While the identity had been developed, Hart House - the new fast food plant-based concept by Kevin Hart - needed a brand soul. Everything felt flat and lacking substance.

With Kevin Hart at the helm, we knew this brand needed to feel thoughtfully clever. It needed to feel welcoming and attainable, connecting the dots to our positive impact but not getting too buried in it. Instead, creating an undeniably delicious looking brand the could thrive from digital to print to brick & mortar. While we couldn’t touch the logo, we were able to build a cohesive system around it that celebrated the core values of the company: accessibility, compassion, sustainability and indulgence.