Alyssa Virnau | Graphic Design

Project Statement | Not Your Grandma's

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Head Hospitality is a Limited Liability Company in Waco, Texas that focuses on catering and their branch companies: Pop’s Lemonade, Cheddar Box, and Mac House. Head Hospitality and all of their branch companies aim to serve their customers products made with the highest quality ingredients and serve them with impeccable hospitality. They desire to make each customer feel like family. As a company, they draw inspiration from the southern charm and hospitality that founders Abbey and Omari Head grew up with and they desire to bring that into their own company every day. 

The design goal for this client was to create an annual report that portrays the company's values, adequately expresses its financial statements to its shareholders, and clearly draw out its vision for the company for the coming year. Head Hospitality strives to take southern comfort classics and put a new twist on them. With this goal in mind, I wanted to explore the concept of mixing the familiar with modern aspects and created the theme “Not Your Grandma’s” to carry throughout the annual report. I communicated Head Hospitality’s sense of invention in the mixing of traditional southern imagery of the doiley, and creating a modern geometric pattern out of it. The choice of typefaces also provides a balance of rustic and modern with the bold even weight of Sofia Pro and the textured yet still elegant style of Thirsty Rough. I decided to use a mix of deep navy blue, cream, and gold, not only because they were in the brand’s existing identity, but also to bring a sense of warmth with the gold, familiarity with the cream, and comfort with the navy. The strategy also involved boldly showcasing Head Hospitality product photos, capturing the brand’s knack for infusing traditional dishes with unique twists reminiscent of beloved grandmother-made meals. The visuals, color scheme, and imagery mirrored the brand’s social media aesthetic, offering shareholders the same comforting familiarity akin to their grandmother’s touch.