CONTENTS FAMILY TREE... 3 INSPIRATION... 8 OUR STORY THE ROOST IDENTITY COLLATERAL DIGITAL... 39

Transcription

1 BRAND BOOK

2 CONTENTS FAMILY TREE INSPIRATION OUR STORY THE ROOST IDENTITY COLLATERAL DIGITAL

3 FAMILY TREE

4 50 EGGS Named one of The Coolest Multi-Concept Companies in the Land by Restaurant Hospitality Magazine, 50 Eggs, Inc. was founded by John Kunkel and owns and operates some of the country s most popular restaurants, including the James Beard-nominated and award-winning Yardbird Southern Table & Bar. Family Tree

5 50 EGGS

6 JOHN KUNKEL It all began in 2001, when Kunkel opened his first restaurant, Taste Bakery Café, on South Beach. John Kunkel, CEO of 50 Eggs, Inc. founded the company in 2001, when he opened his first restaurant, Taste Bakery Café, on South Beach. After opening Lime Fresh Mexican Grill in 2004, he sold Taste Bakery to concentrate on perfecting and expanding the Lime fast-casual concept. In 2011, during the height of Lime s success, with lines outside the door, Kunkel opened Yardbird Southern Table and Bar. Offering Kunkel s take on refined Southern food complete with family recipes, it was named a James Beard Semifinalist for Best New Restaurant South, was lauded in the New York Times and recognized as one of Bon Appétit s 50 Best New Restaurants. In April 2012, Kunkel sold the Lime fastcasual concept consisting of 10 South Florida locations he developed over eight years to the Ruby Tuesday restaurant group for $24 million. Adding to the legacy, in January 2015, launched the expansion of the home-grown and widely acclaimed Yardbird Southern Table & Bar, to an 8,000 square foot space slated to open in Las Vegas on iconic restaurant row at The Venetian Las Vegas and the Palazzo. Family Tree

7 INSPIRATION

8 INSPIRATION

9 INSPIRATION

10 INSPIRATION

11 OUR STORY

12 ABOUT US Spring Chicken is a new kind of eatery. We match the heritage of fresh American home cooking with a casual, laid back environment. These are the original ingredients that made Yardbird Southern Table & Bar a James Beard Foundation semi-finalist for best new restaurant and a Bon Appetit top 50 best new restaurant in the U.S.. Spring Chicken brings this exceptional Yardbird dish, along with other fan favorites, to a wider audience and shares our family s authentic comfort food with the world. LIVE WELL. EAT WELL. LOVE EVRY BITE. Our Story

13 MENU

14

15 VALUES GREAT FOOD To us it means food that makes you feel good and that you can feel good about. THE PLACE Our spaces invite you into our kitchens. It s the kind of place where you feel at home. THE HOSPITALITY We grew up in small towns where that mattered, and we ve been doing it in the service industry for 20 years. THE EXPERIENCE Spring Chicken is fun. We keep it light no white tablecloths here. Sit down; mix it up; feast away and enjoy your company. THE SOURCING Where our food comes from is a big deal for us. In general, we source as locally as possible. A NOTE ON THE BIRDS If chickens had Instagram, ours would win. They live a low-stress, clean life at Springer Mountain Farms in northern Georgia. That means they re 100% natural with no steroids, hormones, or antibiotics, and their feed is pesticidefree, all-vegetarian corn and soybean with no animal by-products. Our Story

16 THE ROOST

17 ARCHITECTURAL RENDERING The Roost

18 ARCHITECTURAL RENDERING The Roost

19 INTERIOR RENDERING The Roost

20 INTERIOR RENDERING The Roost

21 INTERIOR RENDERING The Roost

22 INTERIOR RENDERING The Roost

23 INTERIOR RENDERING The Roost

24 FURNITURE, FIXTURES & EQUIPMENT Mason Jar Lights LED Edison Bulb Interior Ceiling Fans Butcher Block Bar Top Logo Detail Roll Down Art Metal Detail Communal Table - Red Distressed Metal Floor Tile Barstool Rusted Pipes at Window edge of architecture EoA 20 The Roost

25 FURNITURE, FIXTURES & EQUIPMENT Exterior Wall Sconce - Rusted Red Paint Corrugated Metal Mason Jar Lights Brick Veneer Signage Concept LED Edison Bulb Mason Jar and Trellis Concept Rusted Excavating Bucket Interior Tile Copper Planter Herringbone Brick Planter Detail Planter with White Washed Wood and Rebar Bench Gravel Progress FF&E - Exterior edge of architecture EoA 13 The Roost

26 FURNITURE, FIXTURES & EQUIPMENT Art on Ceiling Brick Veneer Milk Jug Lighting Window Decal Swing Wood Finish Swing Rocking Chair Interior Tile Butcher Block Detail Gravel Herringbone Brick Dining Tables Dining Chairs Progress FF&E - Outdoor Dining edge of architecture EoA 14 The Roost

27 FURNITURE, FIXTURES & EQUIPMENT Ceiling Panel Front of Serving Counter Wood Finish Wood Finish Porcelain Tile Flooring Laminate Outdoor Brick Pavers Leather on Feature Sofa Porcelain Accent Flooring Vinyl for Banquette edge of architecture EoA 24 The Roost

28 ART WALL (CONCEPT) The Roost

29 IDENTITY

30 LOGO An icon of farmlands worldwide, the windmill represents momentum, energy, and respect for mother nature. Accompanied by our signature Spring Chicken, an icon of eating local and our ties to country table traditions. Friendly, reliable logotype. Echoes of a southern past with modern edges. Identity

31 LOGO Secondary brand marks in stacked and horizontal lock ups. Identity

32 ICON Official Spring Chicken icon - bold, steadfast and on the move. The windmill icon can be used as a design element, on it s own, in signage, or other places where a full logo may not be appropriate. Identity

33 COLOR PALATE The Spring Chicken color simple is simple, clean and effective. The primary blue color should only be used in the logo, or minimally in designs for headlines or small design elements. The gold color should be used for sub headlines, dividers, and framing elements. The charcoal gray is used for body copy, and in appropriate uses where contrast is needed. RGB 73, 111, 161 CMYK 60, 25, 0, 15 PANTONE 653 U RGB 224, 196, 113 CMYK 0, 10, 50, 0 PANTONE Gold : 7403 Metallic: 871 U RGB 65, 64, 66 CMYK 25, 0, 0, 80 PANTONE 7547 U Identity

34 FONTS Archer Pro Light Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Semi Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Book Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz HEADLINE STYLE ONE Good friends, good food. Archer Pro Bold 0 spacing SUB HEADLINE IS IT DINNER TIME YET? League Gothic Regular 50pt spacing BODY TEXT Our mission is to serve delicious food, made fresh, at a good value. At Spring Chicken, we both hearken back to when food was made fresh, and respect the future via sustainable and ethical practices. This is how we want to eat. We thought you might want to as well. Garamond Premiere Pro 0pt spacing Identity

35 COLLATERAL

36 MENU LAYOUT

37 PACKAGING

38 DIGITAL

39 WEBSITE Digital

40 WEBSITE Digital

41 WEBSITE Digital

42 EATSPRINGCHICKEN.COM