Modern General in Santa Fe
Housed in a bright airy space in Santa Fe, owner Erin Wade's retail & cafe concept, Modern General, revives the idea of a a general store as both a retail experience and a gathering place. Kolaches, coffee and freshly pressed juices are offered alongside a selection of carefully curated goods for the home and garden.
I worked closely with Erin to create the look and feel of Modern General. Erin knew she wanted her brand to reflect the origins of a community general store, but with a contemporary twist. We collaborated on a typographically driven look that carried over into the signage and facade design. The exposed neon over the entrance of the store is a perfect expression of the Modern General brand - featuring the vintage inspired typography set in a contemporary medium. The side of the building was also a great opportunity for signage, but only the top left corner was visible from the road. As a solution, I designed a funky typographic application featuring hand set lettering that feels natural regardless of its placement constraints.