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BRAND MANTRA .................. 5 BRAND EXPERIENCE ............ 7 LOGO & TYPE ...................... 8 STYLE GUIDE ....................... 10 SERVICES ........................... 12

FLOOR PLAN ....................... TRAFFIC FLOW .................... EXTERIOR .......................... INTERIOR ........................... INTERIOR DESIGN ................

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PRINT ADS ......................... 28 SOCIAL MEDIA ..................... 34 GUERILLA MARKETING ......... 36 POP-UP KITCHEN ................. 38

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Life is busy. Life is crazy, hectic, stressful, and somewhere in the middle of it all, you’re supposed to breathe - and eventually find time to cook. What is needed is somewhere where productivity goes side by side with relaxation and socialization, where necessity meets fun. We believe in having it all. We believe in the contradiction. A welcoming, natural space can be carved out of a windy, artificial city.

DISCOVER THE JOY OF COOKING WITH A COMMUNITY THAT LOVES FOOD + SHARING RECIPES. FIND YOUR ESCAPE AND YOUR APPETITE.

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Passersby look into large windows as a warm light pours onto the sidewalk, staring past the display of hanging plants just inside the glass to see a community of cooks, laughing together as each prepares their own meal. The caramel hardwood floors stretch backwards and vines and flowers fall across the shelves, creating a natural and inviting space to create, relax, and grow. The copper pots and light pendants reflect a soft glow, hanging along the walls. The smell of rosemary lingers in the air, mingling with the scent of the ingredients laid out at each person’s station. The raw concrete countertops bring nature further into the space, allowing a patron feelings similar to those of a forest walk at golden hour, even as they work indoors. Spices and ingredients line the exposed, wooden shelves, giving cooks infinite options to experiment, make mistakes, and experiment again with something new. It’s not just a place to throw together a few meals for the week - it’s an escape from the craze of life, a community of friends, and a haven to create both the basics and the hard stuff. Those milling about the small store at the entryway browse the handcrafted products, taste testing different olive oils and spice blends. They place their purchases on the grey concrete countertop, making friendly small talk with the person at the counter and looking out into the kitchens, wondering what culinary feats they would conquer were they to step past this counter. They gaze at the week’s culinary classes, displayed on a roll of butcher paper hanging from the wall, imagining the dishes they would learn to create and the knowledgeable chefs from which they’d learn. As pots and pans and laughter tinkles around them, they grab from the counter a small menu of services, printed on thick fiber paper, and decide to return the next week to conquer their own culinary goals.

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The logo merges two main components - a kitchen carved out of a hectic urban atmosphere. The knife/skyline graphic incorporates the kitchen element in an obvious, easy to recognize way, while the skyline is a creative take on the serrated knife. The skyline is also customizable to each location. For instance, this skyline features the Empire State Building for the flagship location in New York City. However, were a location to open up in Seattle, the Space Needle could easily be substituted.

The logo type, adelle bold, also acts as a title font in all other branding and communication pieces. It, again, contributes a homey, natural feel to our materials while still maintaining the crispness of the logo mark.

The slab serif type gives a homey and slightly rustic vibe to the sharp edges of the graphic, bringing in the earthy elements of the space. The circular spacers draw attention to the “herb” part of “herban,” adding clarification and enhancing cleverness to the name. Overall, the logo comes together in a way that incorporates the city, the kitchen, and the warm, natural ambiance of the space.

Proxima Nova will act as the body font. It is easy to read and rounded, complimenting the title font in this regard. When a smaller font size than the header font, it pairs well with the condensed type.

RONNIA CONDENSED BOLD is a slim sans-serif font, to be used minimally and in conjunction with the title font. It compliments the lowercase Adelle Bold without overwhelming it. It is simple in nature, contributing to the natural simplicity of this brand.

Overall, adelle bold is the feature type. RONNIA and Proxima Nova serve as simple choices to enhance the title font without overshadowing it.


title

HEADER

Body

Adelle Bold

Ronnia Condensed Bold

Proxima Nova Regular

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COLOR PALETTE

The colors all draw from nature and, consequently, the interior of the space. As the logo is monochromatic, the colors and natural patterns bring in the sense of nature, home, and peace, and the escape from the steel, hectic city - all of which are elements of the core brand. The concrete countertops and the small pop of charcoal grey is the only element remniscent of the concrete jungle outside, pulling in both the natural idea of rocks as well as a little cohesion from the city.

oak #33261d 10

pepper #363636

basil #26451b

LOGO USAGE

The logo must either be in black, charcoal grey, or white. The white logo can be feautured on solid colored backgrounds (neurtral or natural tones and black or white), and all colors of the logo can be featured on natural patterns - for example, leaves, wood, fiber paper, concrete. The logo may occasionally be used as only the icon or only the text on communication pieces - for example, letterheads, envelopes, in-store graphics. In all other capacities, specifically outward facing material, the logo must be seen in its entirety.

fresh greens #668341

expresso #aa9580

sugar #e8e5e0


CORE LOGOS

EXAMPLES OF ACCEPTABLE SOLID BACKGROUNDS

EXAMPLES OF ACCEPTABLE PATTERN BACKGROUNDS

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MONTHLY MEMBERSHIP

1. Deluxe: unlimited kitchen space + 16 meals/month 2. Premiere: three kitchen spaces/week + 14 meals/month 3. Standard: two kitchen spaces/week + 12 meals/month 4. Value: one kitchen space/week + 8 meals/month

PAY PER VISIT

1. Kitchen Space Per Hour: one hour of kitchen space without membership 2. Food Per Meal: two-person meal without membership 3. BYOF Charge: added charge to bring own food

CULINARY CLASSES

1. Standard: one two-hour cooking class taught by a professional chef 2. Date Night: two spots in a couples class taught by a professional chef 3. Advanced: gourmet class taught by a professional chef

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Patrons walk into the space’s store first, with products like infused oils and homemade spice blends lining the walls. 15 feet in, there’s a halfwall on the right and a countertop on the left. Behind the countertop is a greeter, available to check out shoppers as well as check in those cooking. Directly behind the halfwall is a space to browse recipes, both from professional chefs as well as Herban Kitchen members. Along the right wall is wood shelving, containing a vast array of dry ingredients, spices, mixes, and produce. Counters and storage lines the left wall, containing cooking supplies and kitchen applicances, from mixers to fryers. The left wall also accomodates one fridge, available to store members’ ingredients throughout the cooking process, and two sinks, one towards the front for hands and one towards the back to place dishes. In the middle of the space, there are nine stations. Each station is equipped with an inset stovetop, oven, counterspace, underneath storage, and a small sink. Towards the back left of the space, there’s a kid’s area, surrounded by two half-walls and two full, to entertain a chef’s children while they’re busy cooking. Behind this area is the back room, open only to employees. It is here where extra supplies are stored and where dishes and rags are washed and dried. In the back right, there is a 25”x30” walk-in fridge and freezer, open to all cooks, to obtain cold ingredients.

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FLOW ONE: Members Without Kids Guest chefs enter, check in at desk, visit the recipies, grab ingredients from the shelves and the fridge, go to station.

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FLOW TWO: Members With Kids Guest chefs enter, check in at desk, drop kids off, and go through same actions as flow one.

FLOW THREE: Store Customer Enter the store, browse, purchase at counter.


FLOW ONE

Members enter straight, turning briefly toward the left to alert the front desk of their arrival. They can then turn right to immediately access the recipes before even encoutering the stations or ingredients. Should they already know what they’re cooking, the path will be the same, with the omission of a pause at the recipe station. They can then walk straight back, past the shelves of dry food, grabbing what they need. Immediately following the dry food is the walk-in fridge/freezer, allowing cooks to walk straight back to get the remainder of their ingredients. Then, when exiting the fridge, the stations are directly in front of them. Once settled at their station, they can choose to go back to the right for additional food or go to the left for any extra cooking supplies they may need.

FLOW TWO

If a member has kids, they’ll need to walk back along the left to first drop off their kids. The kids area was placed at the back to place it far from potentially dangerous kitchen equiptment, as well as to keep the children far from the front door, so that parents are more comfortable with their safety. Once cooks drop off their children, they can either walk back up front to the recipe station, or if they already know what they’re making, they can start gathering ingredients first in the fridge/freezer and then along the shelves.

FLOW THREE

Shoppers will have a much simpler experience. Entering through the front door, they will turn right, browsing the shelves of products while slowing making their way to the back right counter to purchase their items.

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The outside of the store will be warm and inviting, with a warm glow constantly outpouring from the many windows. In the front windows, pots and pans will be hanging from the ceiling, meeting a quarter down the display the hanging air plants. Passersby will be able to capture the sense the natural, welcoming atmosphere before even entering. The exterior will feauture posts of caramelcolored wood and dark, matte metal lining the windows, door, and planters. Plants and vines will be overflowing from the roof’s outcropping and the planters in the warmer months, placed by pine in the winter. Finally, a hanging sign will be jut out over the door with a black wrought-iron spindal and a matte black sign. The Herban Kitchen logo will be displayed on both sides in white, inviting users to come in and discover the cooking community for themselves.

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The warm, natural tones, sprinkled with pops of green, from the storefront will continue inside. The flooring is a caramel hardwood, the same shade as the posts outside. Shelving of raw, exposed wood carries this theme throughout the space. Walls will be an off-white, allowing the green of the plants, copper of the tools, and the multi-colored ingrediants add life to the interior. Countertops will be a light, finished concrete, contributing to the raw aspects of the design. Brushed, slightly tarnished silver metal will make an appearance as well through the minimal metal seating and various trinkets and finishes, pulling in more greys. Lighting will come from the ceiling, warm, with exposed bulbs and copper piping or cages. Kitchen applicances will be state of the art and blend in with the various metallic elements in the space.

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LIGHTING 1

LIGHTING 2

PLANT FEATURES

FLOORING

AIR PLANTS IN WINDOW

SEATING

SHELVING


OFF WHITE WALLS

HOOKS

WARM LIGHTING + GREENS

HANGING COPPER POTS IN WINDOW

WORK STATIONS

CONCRETE COUNTERS

COMMUNAL SINKS

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CHEAT ON YOUR KITCHEN CAMPAIGN

“Is that another kitchen’s marinara sauce on your shirt?” Print Ad, 1 of 3 The campaign juxtaposes the desirable Herban Kitchen space with the often cramped, outdated kitchens of the city. Herban is the sexy, new cooking alternative that you can’t stop thinking about.

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CHEAT ON YOUR KITCHEN CAMPAIGN

“All the makings of a scandalous love story.” Print Ad, 2 of 3 Instead of “the other woman” leaving behind her phone number, Herban Kitchen leaves behind a recipe.

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CHEAT ON YOUR KITCHEN CAMPAIGN “Kitchen Seeking Affair.� Print Ad, 3 of 3

Herban Kitchen: Brand new to the city, gourmet kitchen space seeking passionate food lover to get hot with and mix things up for dinner. Interests include polished concrete counters, state of the art gas range, personal cooking stations, free cleanup, fresh organic ingredients onsite, and affordable membership pricing.

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The social media campaign focuses on quirky vignettes of jealous kitchen appliances. Suspicious of your recent absence from the kitchen, they prod to know where you’ve been all day. With another kitchen perhaps?

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In parks across New York City, large kitchen utensils will be embedded into the landscape. In an effort to merge nature and city, Herban Kitchen will be associated with an escape from the concrete jungle. The installations will catch the curiosity of passersby, encouraging them to look into Herban Kitchen - and news travels fast, as onlookers post pictures to social media and tell their friends of the pots and pans popping up in city parks. And if you end up spending more time with the installations than at home... well, they won’t tell your kitchen.

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A kitchen pop-up will be featured in the center of Bryant Park, an escape for city goers during the busy day and an elegant place to stop for moment. Within the glass kitchen enclosure, Herban Kitchen chefs, who are typically on staff to help members create their culinary masterpieces, will be cooking up some delectable dishes. Passersby can stop and enjoy the spectacle, or even imagine themselves working with the high-end equipment. Once a dish is complete, whoever is seated at the adjoining bar will get a taste of what’s been cooking. Perhaps a public display will tempt onlookers to take the plunge and cheat on their own kitchen.

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Herban Kitchen Brand Book