Challenge

Restaurateur Jeffrey Chodorow needed an identity for a gourmet food hall with a high-tech interior and a park-like outdoor setting, as well as logos for three of its eateries. The brand had to connect FoodParc’s futurist design by Blade Runner’s Syd Mead to the world of food and the outdoors.

Action

Developing a positioning statement helped us define the unique personality of the space - a whimsical blend of the organic and the technological. Our solution was a tech-inspired geometric visual language with idiosyncratic details that give it a warmth and buoyancy. The logos for the food hall’s eateries express their individuality while maintaining a cohesive overall look.

Results

From an electronic ordering system and menu boards, to signage and packaging, the identity lives in harmony with Mead’s interiors while refering to the natural world and expressing a sense of playfulness.

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