La Palma

Brand Identity Menu Presentation Signage Print Collateral Website Design & Development

A labour of love from Chef Craig Harding and Designer Alexandra Hutchison, La Palma is a bright, Cali-inspired all-day restaurant on Toronto’s Dundas Street West. After a trip to Venice Beach, the duo observed an immediate artistic and free-spirited connection between the famed West Coast beach and nearby Trinity Bellwoods Park. They decided it was the perfect expression for their new restaurant.

Everything from the paintings, lettering, and photography of Ed Ruscha, to the vibrant street art of Venice Beach and Toronto were entry points to our research. Abstract geometric palm leaves and a split-fountain image of a busy park became early graphic touchstones we created to set the appropriate tone.

A coastal colour palette and flexible typographic system allowed us to design a brand that felt vibrant, youthful and modern. Completing the system was a hand-scripted version of the logo, which was turned into a neon sign that spans the restaurant exterior with a cool, electric glow.

Interior Design//Alexandra Hutchison, Studio Marlowe Mural Artist//Madison van Rijn
La Palma, Toronto ON Canada