In working with the owner of JT Country Kitchen in Joshua Tree on a rebranding, it was decided that we would take the typography on their iconic rooftop sign and use it in their menu, collateral, and merch.
Creating an entire alphabet from the reference letters would ensure ease of application across all products.
The result is an incredibly charming and quirky set of uppercase letters and standard numerals. Perfectly encapsulating the Californian High Desert feel, and instantly recognizable to fans of the famous Joshua Tree establishment.
