How can a brick-and-mortar restaurant emphasize a brand identity?
Fresh Food Generation
Boston, Massachusetts | Fresh Food Generation | 1,200 sf kitchen | 700 sf restaurant/retail
Fresh Food Generation
The concept for Fresh Food Generation’s first brick and mortar space was developed around two driving ideas: garden and graffiti.
Reminiscent of the brands emphasis on locally sourced food, the “garden” evokes a connection to nature while the “graffiti” was inspired by the local urban art scene and the owners desire to create a sense of community in a diverse neighborhood. Niches carved into the black stained plywood intervention and a live plant wall layer a rich natural garden aesthetic into the space. A hand painted urban graffiti wall greets customers upon entering the restaurant. These two elements combine to reinforce the essence of the delicious culinary experience rooted in farm to plate ingredients and the street vibe of their food truck origin.
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