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GASTROPUB


BOB EVANS| GASTROPUB PITTSBURGH, PA JULIE KLOSTERMAN CHEYENNE VANDEVOORDE RACHAEL HISSOM

After looking at the original research from our studio, our group began to realize specific things about Bob Evans. As a brand, they hold true to several icon elements. In conversations with Bob these elements continuously came up and became apparent things to expand on. The elements we found most iconic were the mailbox, the keyhole, their sausage, family dining, and Farm Fresh quality. What we also realized, however, was the disconnect between these icons and their reality in Bob Evans restaurants, especially family dining and Farm Fresh quality. The restaurants did convey the passion that the brand itself has towards these icons. Our designed emerged from wanting to bring back the strong ties between the brand and the restaurant experience. Our solution involves two steps: exaggerate and authenticate. The first step aims to take the physical icons (mailbox, keyhole, and sausage) and make them blatantly obvious through exaggeration. They are interpreted and redesigned for a more modern day atmosphere. The second step took the ideals and made them seemingly more “real” to our target demographic. Our design aimed to strip down the distractions that hide the true identity of the Bob Evan’s brand and reveal a unique, modernized, farmtrue dining experience. This project did not focus on what changes were necessary, but in fact, it focused on how to exploit the best parts of Bob Evans. The outcome is a clean, focused, and hyper-organized space that begins to introduce Bob in a new and exciting way.


ELEVATION


PROBLEM Who do you take to Bob Evans...

In one word, what is Bob Evans to you...

What would you change about Bob Evans....

BobEvans... Evans Farm Fresh... What meal do you eat at IsBob Is Bob Evans Farm Fresh...

93 votes 71 votes

55 votes

48 votes

48 votes

32 votes

29 votes

32 votes

28 votes 24 votes

22 votes

17 votes 5 votes 4 votes 96 total votes en e

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102 total votes

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106 total votes

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105 total votes

117 total votes

11 votes 7 votes

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3 votes

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6 votes

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11 votes

10 votes

7 votes

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13 votes

9 votes

PROBLEM strip-down the distractions and reveal components to Bob Evans; a modern day approach these components. SOLUTION: Who dothe youessential take to Bob Evans... BobEvans... Evans Farm Fresh... What mealprovide do you eat at IsBob In one word, what is Bob Evans to you... Isto Bob Evans Farm Fresh... 93 votes

EXAGGERATE: the historic and defining icons to the brand become emphasized and modernized. 71 votes

55 votes

48 votes

Mailbox

Keyhole

What would you change about Bob Evans....

AUTHENTICATE: the heart of the brand must be undeniable and honest. 48 votes

Sausage 32 votes

29 votes

Family

Farm Fresh

32 votes

28 votes 24 votes

22 votes

17 votes

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102 total votes

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4 votes 102 total votes

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7 votes 4 votes

106 total votes

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105 total votes

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2 votes 117 total votes

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SOLUTION: strip-down the distractions and reveal the essential components to Bob Evans; provide a modern day approach to these components. EXAGGERATE: the historic and defining icons to the brand become emphasized and modernized. Mailbox

Keyhole

Keyhole to Pitched Roof:

The roofline remains an icon, but now one of architecture, modernism and progress. It becomes the recognizable symbol for the cleanly, efficient and trustworthy Evan’s Farm.

Keyhole to Pitched Roof:

The roofline remains an icon, but now one of architecture, modernism and progress. It becomes the recognizable symbol for the cleanly, efficient and trustworthy Evan’s Farm.

One Mailbox to Many:

Bob’s mailbox invited a small audience to the Homestead. Today, the bountiful mailboxes invite the wide world to the experience of Bob Evans.

One Mailbox to Many:

Bob’s mailbox invited a small audience to the Homestead. Today, the bountiful mailboxes invite the wide world to the experience of Bob Evans.

BE:2 GASTROPUB 4

AUTHENTICATE: the heart of the brand must be undeniable and honest. Sausage

Grocery to Gourmet:

Sausage is a commodity, but Bob does it best. A new updated recipe, made with the highest grade meat brings Bob to the top of the gourmet sausage industry. He’d be proud.

Grocery to Gourmet:

Sausage is a commodity, but Bob does it best. A new updated recipe, made with the highest grade meat brings Bob to the top of the gourmet sausage industry. He’d be proud.

Family

Family to Community:

“Treat strangers like friends and friends like family.“ Dining is focused on bringing the community together at large tables, sharing a meal in common. Just like on the farm.

Family to Community:

“Treat strangers like friends and friends like family.“ Dining is focused on bringing the community together at large tables, sharing a meal in common. Just like on the farm.

Farm Fresh

Bulk to Minimal:

Farm Fresh food means the real deal. Food is prepared based on season and quantities. Each week the menu is composed to ensure freshness, flavor, and authentic farm cuisine.

Bulk to Minimal:

Farm Fresh food means the real deal. Food is prepared based on season and quantities. Each week the menu is composed to ensure freshness, flavor, and authentic farm cuisine.


CIRCULATION

EXISTING: circulation is difficult and unclear; too much overlap.

PROPOSED: the customer is guided by light wells along a clear, distinct path; exit becomes separate from entry

LOGO DEVELOPMENT

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PLAN

BE:2 GASTROPUB 6

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SECTION A

SECTION B


Materials: Step 4| Farm Table With their beverage, the customer walks into the main dining hall where long farm tables allow for the community to gather and enjoy their Farm Fresh meals. Up to 10 people are meant to gather around each table in Farm style fashion. Step 3| Beverage Bar After ordering their Farm Fresh meal, the customer is guided to the Beverage Bar. The bar provides drinks found on the farm: fresh milk, lemonade, coffee, and tea.

A

Step 2| P.F.C. The P.F.C.’s, or Personal Food Curators, stand ready to help compose a meal based on the cravings and tastes the customer asks for. These trained P.F.C’s are culinary veterans and strive to provide the customer with the best meal to their liking. Step 1| Enterance The aim of the Sausage House is to be the brand for the restaurant. The glass sausage house draws in the customer into the beginning of the food procedure. B

A B

BE:2 GASTROPUB 8


BE:2 GASTROPUB 10


BE:2 GASTROPUB 12


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