Habit Forming Foods Logo
It’s Always Sunny In Santa Fe
I was hired by a creative entrepreneur from Philly with a taste for Southwestern grub to create a logo and visual identity for his company, Habit Habit Forming Foods (HFF). The inspiration behind the final logo that was selected is a new take on the ubiquitous Kokopelli, a flute playing figure found throughout the American Southwest. In my version the well known human silhouette is replaced with that of a fork-wielding jackrabbit. The look and feel of the Kokopelli rabbit logo was carried on in the label design for HFF’s flagship product Santa Fe Chili Gravy, and later in HFF’s website mockup. The slideshow above features rough preliminary sketches, as well as more polished alternate concepts.