resourcED
GOOD TO EAT
team
Development - Monster Productions
Creative Direction - Laureen Barber
Illustrations - Emma Meigneux
Logo Design - Alexander Isley
my role
Brand identity
UX / UI design
Print + packaging design
Presentation design
recognition
Esquire - Winner of “Restaurant Reinvention of the Year, 2020”
Background
When Covid-19 shut down New York’s restaurants in early March, ingredients in walk-in fridges were left unused, farmers anxiously awaited canceled orders, and cooks and servers were suddenly unemployed. In an instant, restaurants had to completely change their business, or go out of business.
Thinking quickly, Blue Hill partnered with Stone Barns to create a new initiative—resourcED. The first step was to keep our farmers and suppliers in business and staff employed by creating to-go boxes, which evolved into:
more than 20 specialty boxes
donations to local hospitals, schools and community centers
a farmer survey to gauge pandemic response and outlook
a call to chefs across the globe to rip up part of their lawns and plant a garden—the Kitchen Farming Project
an outdoor picnic dining program at Stone Barns
Branding
Guided by a mark by Alexander Isley, the brand evolved as quickly as decisions were being made. Simple, utilitarian type accompanied custom, sketched illustrations and handwriting. With no time for custom labels, we decided on handwritten labels on kraft to match the cardboard boxes, and yellow for contrast and urgency.
Instead of refinement, the branding reflects the urgent nature of the project, but put together with the care that’s a hallmark of Blue Hill.
Print + Packaging Design
I designed educational inserts for each box, to explain ingredients, suggest preparations, and provide recipes. (As well as seed packets, labels, custom boxes, and signage.)
Website
We worked with key stakeholders and the web development team to clearly define and present the program objectives, latest updates, and ways to get involved.
To get there, we used:
simple, intuitive information architecture
evocative black and white photography on the home page, and color photography in the box detail pages
easily navigable forms and links to tock, reports, and contact information
constant updates and dated pages to convey a sense of urgency
responsive mobile design
