Mabel’s is focused on bringing farm-to-table principles to the fast-casual category. This prototype concept is aimed at the ever-growing segment of discerning diners who value organic, locally sourced food. Mabel’s caters to that segment by not sacrificing on their product or process. The identity pays homage to their rural roots with vintage illustrations and distressed graphic elements. A custom version of the classic checkerboard table cloth is used as a textural element.