Phlourish
We are presented with a problem, a problem that a majority of businesses are dealing with in the times of COVID-19. How can restaurants survive when they are presented with social distancing and restaurant capacity limitations? My partners Ali Graulty, Axxel David, and myself wanted to figure out how we can bring the flavor and atmosphere of restaurants back to the customer at home while considering sustainability and well being of the community surrounding the restaurant.
Student work at Tyler School of Art and Architecture,
Temple University
Nathan Young, Art Director
Deliverables
BRANDING | PACKAGING | PRINT | WEB
What is Phlourish?
Flourish—later to become Phlourish—was a group project divided among me and my two teammates to then branch off and make it our own. After much brainstorming about the concept of the restaurant, we decided to go with a farm to table concept — the idea had many moving parts which allowed each group member to brand it uniquely. It also addressed all three of our challenges — food insecurity, pervasive boredom, and the impacts of takeout packaging. Our clients were anyone in the Philadelphia area. The main problem we were trying to solve was how to provide our community with healthy, affordable, and sustainable meals while also trying to provide relief to families dealing with food insecurity, which saw a significant rise during the pandemic. We chose to solve it by making community gardens the main focus of our restaurant. Our team took existing solutions and combined them in a new and innovative way. The idea was that we could fund our garden with sales from the restaurant — broadening Flourish’s reach. The garden is the defining factor of our restaurant. This garden allows us to feed the community by using what we have locally.
Moodboards
For my design of Phlourish, I wanted to combine an industrial aesthetic with a homegrown touch — two very different styles. I started looking more into those two design styles individually to see how to appropriately work the designs. I came to a conclusion to mix colors from my industrial moodboard like green and charcoal black with warmer colors from my earthtone/organic moodboard like a deeper yellow, pink, and ivory.
Logos
The original name “Flourish” came from wanting to expand our restaurant into a community garden that would benefit the local Philadelphia community. Because this would primarily be a Philly based restaurant, I changed up the spelling to be more fitting for the city. My logo uses a bold, rounded typeface for the restaurant name. Above it is a gardening fork, and the negative space is city buildings to show a touch of the Philadelphia skyline. I took the small flourishes within my logo and made them into a pattern to be used on other design elements to create a cohesive look.
Packaging
I designed my menu to be clean, slim, and use the least amount of paper possible. I wanted to create the least amount of waste possible so most materials leaving the restaurant are from recycled materials or can be used and returned such as glass. My packaging on any glass materials is a sticker individually designed for each food and any boxed takeout containers have a belly band that not only secures the container, but matches the sticker on my glass packaging.
Digital Presence
To limit the amount of waste produced from the restaurant, a lot of info regarding the menu and the community garden can be found on the app and website. The app is more directed towards online ordering and the website provides information about how our community garden works, how to get involved, and how to help the Philadelphia community.
