Forbidden Fruit Cafe
Forbidden Fruit asked for a brand that could hold both the mystery and the magnetism of its name. I built a visual identity that draws from the myth of Persephone and balances pleasure with restraint, earthly delight with shadowed depth. Every element was designed to feel indulgent, considered, and a little bit untamed. It’s a brand that lingers like a half-remembered dream; ripe with symbolism, and rooted in story.
BALANCED
ORGANIC
EARTHEN
SCULTPURAL
WELCOMING
Forbidden Fruit began with a name and a clear vision for the food: vibrant, nourishing, and at times indulgent. What it lacked was an anchoring story and a cohesive foundation for the look and feel of the brand. My role was to help uncover and shape that narrative, giving the cafe an identity that could hold both its culinary philosophy and its larger purpose.
Tucked inside CASCADA, a boutique wellness hotel and spa in NE Portland, Forbidden Fruit is a hidden gem that is accessible only to hotel guests, spa visitors, and members. This exclusivity makes the space feel all the more special, and the branding needed to reflect that sense of intimacy and intentionality.
At the heart of the brand now lies the myth of Persephone, the goddess who ate six pomegranate seeds and became both Queen of the Underworld and daughter of Spring. It’s a tale of duality and of what it means to cross thresholds and still come home to yourself. That narrative became the anchor for the visual language.
The food and beverage offerings echo this same philosophy. They are grounded in care for the body and open to moments of indulgence. It’s a space that doesn’t ask guests to choose between health and delight. Every dish and drink is crafted with intention, whether it’s a grounding tonic or a celebratory treat.
Visually, we leaned into the symbolism of the pomegranate. It’s used in a pair to represent balance and the six seeds can also be used independently as a border for subtle storytelling. The logo uses classically inspired, sculptural forms to ground the brand in sophistication without sacrificing edge. Color and texture continue the motif, inviting guests to step into a space that feels both rooted and otherworldly.
Because nourishment (and great branding) is about more than what’s on the plate; it’s about the atmosphere, the emotion, and the memory it leaves behind.
PROJECT OVERVIEW
To bring a mythic depth to the brand, I collaborated with illustrator Mackenzie Yates to create the visual centerpiece. Instead of cramming all the symbolism into a single fruit, we split the narrative. The top pomegranate is whole and light, symbolizing vitality and the earthly realm. The bottom is flipped, visually more solid, and cracked open, revealing six seeds that subtly nod to the myth of Persephone and her tie to the underworld. This choice gave the brand space to breathe, allowing the illustration to express a sense of duality with two forms in conversation instead of compressing everything into one.
We also created an alternate mark, inspired by ancient boundary stones, where the two pomegranates sit encased within a frame. This version reinforces the theme of transition — between seasons, states of being, or even emotional realms. Both marks serve as quiet invitations into the layered mythology behind the name.
In the end, we built more than a visual identity. We built a world guests could step into, shaped by shadows, sweetness, and story.
A VISUAL BALANCE
creative direction, brand strategy, graphic design