Tender Greens
Bringing two chefs and a foodie around a shared table to define their vision for a new kind of restaurant.
What if?
Could two chefs and a foodie leave the high-end restaurant industry and create an entirely new concept—one that brought the food, the exploration and the energy of their own kitchens together at prices that everyone could afford?
Results
Through a series of collaborative workshops, we got to know the Tender Greens leadership team and what makes them tick—we learned what drives them to do what they do every day. It’s not only the high-quality food at everyday low prices that makes them different but also the chefs who are the heart and soul of the brand. So when people walk into a Tender Greens, they’re not just walking into a restaurant, they’re walking into the chef’s kitchen—and that’s why we call it a Chef’s Kitchen. With this idea in place, we built the supporting elements of their brand, including their brand foundation, imagery style, design elements and voice guide, and helped them identify and clarify their audience segments, creating key messaging for each.
What I did:
Executive team alignment
Team facilitation and alignment
Vision formation
Brand platform development
Creative direction
Partners:
Design / Brett Jorgensen
Copywriting / Erin Borawski
Work done at Bulldog Drummond