Homegrown is a cafe on NC 105 that serves coffee, crepes, and various other locally sourced drinks and sweet treats. This rebrand concept aims to give Homegrown a unique voice among its sister businesses and other Boone coffee shops, establishing it as a funky, welcoming place for students, locals, and tourists alike.

In order to establish Homegrown as an earthy, local-focused business, the branding utilizes a color palette of various shades of green, as well as stylish but playful floral motifs inspired by North Carolina’s state flower, the dogwood. The raccoon iconography evolved from the common portrayal of Daniel Boone as a mountaineer wearing a coonskin cap, and the smoke symbol serves as a homage to Homegrown’s past as a smoke shop.