The Urban Food Hall housed within the tech workplace was designed as a departure from the rest of the building, providing a space where employees and guests from across campus can gather around unique food experiences.
Nine food venues each feature their own unique concepts and branding via custom signage, lighting, and curated materials. Uniting their diversity is a simple, overarching brand concept that utilizes industrial text and wayfinding graphics painted onto the Food Hall’s concrete columns, as well as custom tile mosaics signaling compost/recycling and beverage stations.
Each food venue presented a set of unique challenges and distinct branding opportunities. The venues Masa and VegTable—which occupy a single island—required a thoughtful approach to shared materiality plus a strategy to embrace their two very different cuisines. Using like typography in faux neon allowed for cohesion around the station, while the supporting artwork for the venues showcased their very different food offerings. The neon graphics continue at Masa, while artfully arranged photos of vegetables define VegTable. Eat Local, which houses rotating local food offerings, showcases signage inspired by the iconic Pike Place Market sign. Greens, a salad concept defined by a floating greenhouse canopy, features distressed typography and hand-stenciled custom artwork referencing the look of reclaimed food crates.
Together, our collective design efforts contribute to a unique, authentic dining experience that unites diverse food offerings while serving as a dynamic extension of the client’s innovative brand.
CREO Industrial Arts