Brand and website design for a farm-to-table restaurant inspired by family, local ingredients and a celebration of community.
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The Harvest Table is a fictional restaurant in the South Jersey area. This project was a collaborative effort between Jen Torres and myself. Throughout the design process, we meticulously crafted an experience for users who want to reserve a table outside or inside the restaurant. Our user research helped us remove user frustrations they experience when reserving a table and ensure the process is seamless from start to finish.
Harvest Table, a concept restaurant in Southern New Jersey, faced the challenge of needing a brand identity and website that resonated with its values of family, support for local farms, and the celebration of in-season ingredients. Without a cohesive brand and an online presence that truly represented these core principles, it was difficult to convey the essence of their farm-to-table concept to potential patrons.
The solution was to create a brand that exuded warmth and showcased its commitment to local farms and seasonal produce. Here’s how we achieved it:
1. Rustic Brand Elements: The first step was to develop a rustic yet inviting brand identity. This included a welcoming logo featuring hand-drawn elements, earthy colors, and natural textures. The design aimed to evoke a sense of tradition, the comfort of a family gathering, and the authenticity of farm life.
2. Visual Imagery: The brand utilized photography that captured the cozy ambiance of the restaurant, showcasing wooden tables adorned with fresh, vibrant dishes prepared with locally sourced ingredients. These images highlighted the farm-to-table concept and evoked a sense of comfort and appetite appeal.
3. Website Design: The website was designed to be user-friendly and easily navigable, emphasizing the farm-to-table concept. It featured intuitive menus showcasing the current seasonal offerings, and farm partnerships.
4. Content and Messaging: The brand and website employed messaging that emphasized the importance of family, community, and sustainable sourcing. It conveyed a commitment to supporting local farmers and celebrating the natural abundance of each season.
By taking this comprehensive approach to branding and web design, we successfully created an authentic and appealing online presence. It effectively conveyed its commitment to family, local farms, and in-season ingredients, making it easier for potential patrons to connect with the farm-to-table concept and to engage with the restaurant.
