The Art of Comfort Food & Branding

In the Summer of 2013, I had the wonderful opportunity and experience of a lifetime most designers dream about:  branding design for a new restaurant! Plow & Harvest - The Art of Comfort Food restaurant was a new concept in Alberta, Canada conceived by Joe Ricketts, founder of Ameritrade and owner of the Chicago Cubs. His dream was to bring a farm-to-table, fresh-fast casual concept to a market that was saturated with either fast food or sit-down steakhouses. The idea behind a farm-to-table concept is that the food is locally-sourced so that it not only provides food at it's freshest state, but also supports the local ecology and economy. Farm-to-table restaurants consider this their selling point.

Working with AccessPoint Group, who provided the all the resources to get the restaurant up and running, we created everything from scratch {pun intended} - the logo and branding, signage, menus for print and web, business cards, flyers, promotional pieces, uniforms, a responsive parallax website, and even exterior and interior decor!  Executive Chef James Bailey put his spin on comfort foods that tailored to the hearts of Canadians - from Baked Macaroni & Cheese, Buttermilk-Fried Chicken Sandwich {my favorite}, to BBQ Bison Meatloaf and Roast Alberta Beef Au Jus. Quick comfort to fill up bellies on the go.

At first, the Canadians didn't understand the concept having to order their food at the counter and then sit down to have their dish delivered - like we are used to in the States. The combination of fast food and a sit down restaurant. Eventually they fell in love with the fresh, delicious food, superb service and attention to details. And we learned that Canadians love to sit for long periods of time, especially with their favorite local beer or mixed drinks!

Unfortunately, as in many cases of new concept restaurants, Plow & Harvest did not survive through the winter. Even the passion behind the makings of a great restaurant concept cannot survive a market where it can't thrive. It was a sad blow since we all put our hearts and souls into this project. But as they say, onward and upward!

I created a brand board to showcase a mere glimpse into all the branding that was created for Plow & Harvest.


Branding Elements for Plow & Harvest