The Pocket is a protected natural area located nearby in McLemore Cove at the base of Pigeon Mountain. It is home to one of the most diverse concentrations of botanicals in the United States.

We chose the name for the café in honor of the Pocket Wilderness Area, and built a botanical design theme to match the flora in the area. The early versions of the identity system remained true to the botanical concept, while the final version concluded with a straightforward solution.

To retain the integrity of the Pocket Wilderness Area theme, a local nature photographer and former Senior Photo Editor for National Geographic was commissioned to shoot portraits of the Pocket’s flora. These were printed, framed, and hun on the walls in the café in a gallery setting.

Identity system, collateral materials, and prismatic walnut signage

• Matt Adams and Micheal Mahaffey, Tiny Giant

• Ryan Mikesell, ASO

• Steven Burke, Visual Impact Studios

• Kim Hubbard, Kim Hubbard Photography