Lob is a one-of-a-kind entertainment and dining venue in Toronto centered around the classic backyard game of bocce. More than just a restaurant or bar, Lob offers an immersive social experience. To match that spirit, the brand needed a distinctive, energetic logo that felt handcrafted, playful, and bold enough to anchor a new kind of venue in a highly competitive hospitality scene.
Partnering with A Smaller Agency, I was tasked with crafting a visual identity that would feel active, approachable, and uniquely memorable.
• Discovery & Positioning: We researched the local market and Lob’s target audience to define a tone that struck the right balance between sporty fun and social sophistication.
• Hand-Lettering: The logo was created entirely by hand, curved, energetic, and slightly offbeat to mimic the feel of a ball being lobbed through the air.
• Visual Motion: Subtle movement and bounce were built into the letterforms themselves, reinforcing the physical action of the game and the lively atmosphere of the venue.
The logo was refined in close collaboration with the client and agency partners, ultimately landing on a mark that could stand alone or pair seamlessly with supporting brand materials.
The hand-lettered logo became the centerpiece of Lob’s brand rollout, featured across exterior signage, menus, apparel, social media, and promotional campaigns. With its standout look and cohesive personality, the identity helped Lob carve out a unique niche in Toronto’s dining and entertainment scene.
The brand has since grown a loyal customer base, known for combining food, drinks, and games into one high-energy experience. The logo continues to serve as a signature element of the Lob experience—memorable, dynamic, and full of character.
