URBAN PANTRY: PEARL DISTRICT

UrbanPantry-JoshPartee-2535 edit just shelves.jpg

CATERING A CORNER CAFÉ CONCEPT TO A COVID-19 WORLD

CAFE DESIGN | BRAND IDENTITY | PACKAGING DESIGN

In the wake of the COVID-19 pandemic, now more than ever, urban consumers are depending on a small number of neighborhood restaurants and grocers to supply their day-to-day meal essentials.

Urban Pantry is responding to this need through a hybrid food service concept centered on convenient meal kits and grab-n-go food paired with a curated collection of grocery basics from sauces to snacks to wine.

Order and pick-up areas are clearly indicated with lighted signs to help customer flow in the small, urban space.

The customer seating area was designed to be flexible and mobile to adapt for various dine-in needs and restrictions.

THE NEW IDENTITY + SPACE WERE INTENDED TO FEEL INFORMAL, WELCOMING AND FUN TO ENCOURAGE THE COVID-WEARY CONSUMER.

Following a recent transition in ownership, we were hired to help envision the re-launch of the brand, including an entirely new look for their identity and packaging, and a complete re-design of their existing café/market. The project coincided with the first waves of COVID, creating a focused effort on our part to deliver a concept that would provide flexibility for current restrictions, while projecting into the ‘new normal’ of food service.

Beginning with a fresh, modern color palette, and expanding to a series of graphic illustrations inspired by the ingredients in their locally-sourced menu, we designed the Urban Pantry identity to feel local, informal and fun. That feeling was extended into the space with the introduction of near-residential feeling design elements such as warm woods, plants, and custom framed prints, creating a space that feels welcoming and authentic.

For instagram, we developed a series of stickers to be playfully placed and stacked on drool-worthy photography of their offerings.

Bright outdoor seating, and food products on full display through the windows attract passers-by into the neighborhood space.

Grab-n-go food, beverages, and take-home prep kits are all combined into the cold case at entry to provide easy shopping.

The open marketplace spans much of the space, showcasing the various goods for sale on the shelves, while clear signage for ordering, pick-up, etc. helps streamline the consumer journey. The dine-in seating was specifically chosen to facilitate flexing floorspace up or down, depending on needs and local restrictions.

NIMBLE CAFE CONCEPTS WILL BE THE STANDARD OF THE POST-COVID WORLD.

A large wooden divider with branded mural and product shelving partially separate out the open kitchen, while still giving customers a sense of the food that is prepared on site.

Packaging was designed to be simple, yet poppy with various patterns and stickers added to the otherwise off-the-shelf containers.

PROJECT AT-A-GLANCE

CLIENT: Urban Pantry

TYPE: Branding + Identity, Café Design

LOCATION: Pearl District, Portland, Ore.

ACTUALIZATION: New branding and identity, and re-design of their first café/marketplace.

PARTNERS: Urchin Workshop / Matchless Build

OUR ROLE:

Branding + Identity Design
Brand Book + Guidelines
Storytelling + Messaging
Graphic Design
Web + Digital Design
Collateral + Packaging
Space Design + Concepts
Materials Palettes + Design Direction
Custom FF+E Design
Production Management
Installation Oversight

The large dimensional exterior sign hangs over the entry and complements the materials and brand palette in the rest of the space.

A detail of the large-scale branded mural created with applied vinyl on wood in the space.

PROJECT GALLERY

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