Craft Food Hall Project is an innovative concept incubator, exploring the best in food while pushing the bounds of entrepreneurship and creativity. Their vision was epic, and we were beyond excited to help them define the brands of their three new restaurant concepts–Project X, Vessel, and Sousviderie–as well as how these brands will be experienced by customers. For us, it was a match made in design heaven: brand strategy + environmental graphics + placemaking.
We wanted it to feel like a piece of mixed media graffiti.
The goal of the environmental branding was to pull from the aesthetic of Project X and leaned heavily on the street vibe. The torn paper aesthetic was derived from the idea of multiple layers of show posters and street sticker culture that dominates some walls and corners of the city.
THE BRANDS
With a graffiti typeface, the Project X look is inspired from the street culture vibe for which this brand of pizza will be known. As for Vessel, we derived the graphic mark from one of our body chakras, to represent the brand promise of a powerful awakening of mind, body, and soul through superfood recipes. And then there’s the Sousviderie brand identity: a friendly circle with precise definitions of technique and quality, topped off with a degree symbol to represent high tech production.
Sousviderie:
The Sousviderie creates a new category within the food world: sous vide casual. It’s cutting edge, 5-star technique (smartvide and induction technology) at a 3-star value--all set in an interactive, open kitchen. The restaurant identity was designed to reflect the precise sophistication of this technology while remaining approachable and open.
The Sousviderie creates a new category within the food world: sous vide casual. It’s cutting edge, 5-star technique (smartvide and induction technology) at a 3-star value--all set in an interactive, open kitchen. The restaurant identity was designed to reflect the precise sophistication of this technology while remaining approachable and open.
Project X:
Old world pizza crust meets new world craft street science. Enter Project X, the innovative street pizza lab. For this concept, we wanted a brand identity that was edgy but inclusive, so we focused on the street culture (where all the best things happen, of course). The strong “X” in the middle of the mark is the game changer element—and it just so happens that it forms the shape of a pizza without being too gimmicky.
Old world pizza crust meets new world craft street science. Enter Project X, the innovative street pizza lab. For this concept, we wanted a brand identity that was edgy but inclusive, so we focused on the street culture (where all the best things happen, of course). The strong “X” in the middle of the mark is the game changer element—and it just so happens that it forms the shape of a pizza without being too gimmicky.
Vessel:
Mind, body, spirit, and soul. Vessel is a super cool restaurant that has created a lifestyle brand based on strategic, nutrition-driven recipes that optimize the body’s systems. We embraced that concept and designed a visual identity that reinforces these powerful connections with an elevated, blissful look and feel derived from our body chakras.
Mind, body, spirit, and soul. Vessel is a super cool restaurant that has created a lifestyle brand based on strategic, nutrition-driven recipes that optimize the body’s systems. We embraced that concept and designed a visual identity that reinforces these powerful connections with an elevated, blissful look and feel derived from our body chakras.
