FUEL Modern Eatery is a restaurant brand that I conceptualized and implemented. It grew from an accepted proposal that envisioned exhaustive integration with the architectural space while it was being constructed. Before its opening, I worked on all aspects of the design, branching out from the brand to defining the furniture and visual aesthetics of the building beyond the signage.

 

The creative direction positioned the café as a cozy, chic, and health-conscious dining option beside the gym at the University of Arizona, in Tucson. The restaurant offers healthy, delicious eats, and includes an electrolyte water bar with 6 enhanced waters on branded taps.

 

The modern eatery was set to launch in a couple months before the original concept was developed, and much was needed for the concept to come to fruition. To execute the design system, I met with dining service managers, the institution's marketing department, site architects, and vendors. Adjustments and revisions were made according to budgeting, findings from market research, and restrictions due to accessibility and building codes.

 

Deliverables: brand and product logos, custom geometric typeface, menu design, website prototype, print advertisements, tap handles, labels, environmental signage, interior design (furniture and materials selection, wall treatments, etc.)