Sugarpine is Oregon’s premier destination drive-in restaurant on the banks of the Sandy River, offering soft serve, snacks and world class drinks like frosé with flowers on the top. After my brand kickoff meeting with Ryan and Emily, we went to a museum down the road from their soon-to-be restaurant location. The museum featured relics from the area including postcards and catalogs. I noticed this diagonal rise in some of the type treatment on these pieces and knew we had to incorporate that motion in the logotype. Not only does it tie in to those historic print pieces, it is referencial of the winding Columbia River and Highway that lead to Sugarpine Drive-In. AND if you want to stretch your imagination, it mimics the swirling motion of the sweet soft serve ice cream they will be serving. I love playing with type as image and creating these subtle moments of discovery without being completely blunt.