Josh Mayfield


In 2017, Upcountry Provisions Bakery and Bistro reached out with a request to develop branding for their event space: The Grove. Upcountry Provisions is an integral part of the local food scene in my hometown Travelers Rest, SC, so this was a request I was more than happy to take on.

The Grove has a stage set in a glade of towering trees. They host everything from catered weddings and receptions to live music served up with brick oven pizza, drinks, and hors d’oeuvres.

Because of the wide variety of events they host, they requested two versions for their marketing: one for weddings and one for the music nights. Their only other request was to incorporate a magnolia blossom into both versions.

For the wedding-specific version I hand-lettered a flowing script, striking a balance between elegance and friendliness.

I incorporated the provided hand-drawn magnolia into the background for the full logo. I also came up with several color options for them to choose from in their marketing. The colors are were selected to be interchangeable: any one can be combined with any other.

For the music event version I started with my typeface Ember Latin, and created a bespoke, swashed version. It has a spontaneity and exuberance that captures the spirit of the their musical events.

I designed the full logo of this version as a seal, and used the same color palette to create a variety of combinations.