the goal: develop strategy, naming and visual identities for a semi-virtual food hall.
The parent brand and its consumer-facing sub-brands had yet to be created.
The Vigor team was tapped to name and build the brand for both the food hall and the restaurants within it. We brainstormed names for 8 elements (the hall itself and the 7 restaurants they had at the time), and created their logos and visual identity. Once we developed a name and identity for Pure Roots Provisions, the ensuing challenge was to develop names for their sub-brands that would hold their own sense of identity while maintaining the sense of traditional simplicity we established within the parent brand.
I was involved heavily in the naming of all 8 brands as part of Vigor’s creative team.
If naming and branding one concept seems hard, try doing 8 of them!
This was one of my favorite projects as we had to ensure that every single sub brand was able to hold it’s own without losing the connection to its parent brand.
Each restaurant within the hall had different offerings: barbecue, breakfast and coffee, comfort food, sushi and poké, Italian, burgers and wings, and salad and protein bowls.
We approached naming by blending positive categorical stereotypes with research to source inspiration for the direction. As an example, chicken wings were invented in upstate New York. This became the inspiration for the burgers and wings concept name, Upstate, which we landed on after (literally) thousands of iterations.
As a breakfast spot, SunUp was the mix of breakfast and the sun being up inspired by the brightness and fresh energy of the day that aligned with the food offering, poké stall Hook’d references line caught, fresh seafood.
You get the idea.
