Visual Identity Design

Eat Clean on the Clock | Las Vegas, NV

breaking design industry rules


by Wendy Van Ryn

Hey! This is Out of Bounds…
Yep, I know. It can’t be reduced to one color.

When Danielle came to me to design a logo for her recipe blog / health coaching business, part of her inspiration was derived from my personal Instagram account, which is full of paintings + patterns. (Watercolor is one of my favorite mediums.)

I’ll admit – I was hesitant. I’ve seen designers do this in recent years, and I’ve not been a fan. If you can’t have a one-color version, you can’t create a stamp with it or screenprint it…  đŸ˜›

I thought about it, and decided well why not? This service will exist online when it launches. It’s not something I would recommend as a practice, buuuut… this was an instance I knew it could work…

We discussed the purpose, use, and application of the logo — as well as limitations that would come along with this style — and moved forward.


Eat Clean on the Clock is a startup clean eating recipe blog and cookbook, launching in 2017. After overcoming serious health issues, the owner wanted to share the knowledge she had gained in healing her body through lifestyle and dietary changes.

Using ten ingredients or less, Eat Clean on the Clock will also provide readers with tips to make healthy eating an achievable way of life.


  • communicate the idea of fresh ingredients
  • client desired a hand-painted watercolor logo
  • show variety in a farmer’s market style
  • inspired by texture, color, and an energetic feel
  • maintain a clean, legible look


Because painting by hand is far less forgiving than sketching and creating digital art, concepts were first present in a black and white icon style format. These icons were used to determine which fruit and vegetable shapes would be used, as well as their placement in early concepts.

Each element was painted separately, scanned, cleaned up, and placed into varying layouts for presentation.


For the final logo, simple line work was integrated around the produce to suggest a farmer’s market crate or box.

The added white space, along with the pairing of a clean sans-serif font, further balances the vibrant colors and textures of the painting.