Various bowls of mixed salad greens on a table, with a blue sticker featuring a lemon and leaf outline, and the word 'xo, babe' written inside the lemon.

XO, Babe

My role
Design and Creative Direction

When you eat a meal prepared by Angela Savvas, she wants you to feel taken care of – that’s the idea behind her East Nashville dinner service, XO, Babe. Casual yet elevated, this is home cooking for the busy family that loves to eat.

To help get her up and running, Angela and I dreamed up a brand that reflected the fresh, handmade, and restaurant-quality aspects of her food. The logo is inspired by her own signoff when delivering food to her early customers. The color palette draws from french bistro motifs. And a suite of hand-drawn food illustrations adds breadth.

Angela is doing this all on her own, so everything we built, we built to be usable: Squarespace website, templates in Google Suite, and packaging that she can make at home (and doesn’t break the bank).

Four abstract logos featuring a line drawing of a lemon on a vine, with the words 'xo babe' inside, each on a different colored background: black, blue, green, and orange.

The new logo was traced from Angela’s own handwriting, with her personal signature that she would come with delivery to her early customers

A collection of 12 color palette swatches arranged in a grid, each featuring different combinations of beige, blue, red, yellow, and green hues.

The color palette uses muted primary colors, and offers versatile combinations for use across print and digital platforms.

A beige tote bag hanging on the back of a black chair, with a simple line drawing of a branch with leaves and a lemon. The background shows a wooden table and some greenery. To the right, a smartphone displaying a social media post of a green vegetable salad on a wooden surface.
Line drawing of various fresh vegetables and herbs, including tomatoes, garlic, lemons, jalapeño peppers, basil, parsley, onion, leek, pear, and other produce.

A library of hand-drawn food pictograms builds off the imperfect linework in the logo.

Blue door with a sticker that reads 'ORDER'S READY, BABE' and a small hand-drawn graphic of a lemon on a vine. There is a white brick wall and a flower pot with white and purple flowers next to the door.
A navy blue baseball cap with white embroidered line drawing of a lemon and leaves, with the words 'xo babe' inside the lemon.

Applications ranged from items for Angela to wear while creating content for social, a door sign for at-home pickups, and diy stickers for easy at-home packaging.

Screenshot of a restaurant website offering East Nashville dinner service with a menu drop. The website features a logo in the top left corner, menu options, contact, login, shopping cart icons at the top right, a central headline, a reservation button, and four photos of dishes including salads and baked flatbread.
Two smartphone screens on a blue background display Instagram posts about a Nashville dinner service. The left screen shows a photo of a meal with pasta and drinks, the right screen shows a promotional graphic for the dinner service.

NEXT PROJECT

M+R