Senior marketing students teamed up with senior graphic design and junior interior design students for a branding show on display April 17-24, culminating in a reception Saturday, April 19.
Four groups were given the task of creating a restaurant brand inspired by the work of a selected artist.
The restaurant titled “Esse” was inspired by artist Eva Hesse, “Veer,” by artist Sean Scully, “Era,” by artist Joan Mitchell and “Foxtrot,” by artist Charles Robertson. The groups were instructed to base their brand on a specific piece by the artist, a color scheme found in a piece or something from the artist’s life. This was a semester-long project that allowed students from all three majors to collaborate with one another and create one unified final product.
Senior marketing major Emily Davis was a part of the group that branded the restaurant called “Veer.” Each group had a different focus and theme.
“Our brand is unique because we focused on giving customers a dining experience that encompasses their interests like community, art, music and fresh food,” Davis said. “Our brand is a mere reflection of its customers.”
Davis said she enjoyed learning about the different roles each student had in the project.
Senior interior design major Gabrielle Rowden was a part of the group that branded “Era.” Rowden said she learned a valuable lesson in the branding project process.
“I learned the importance of communication when working within a team or group,” Rowden said. “In this project, we were all in it together. Even though we were all doing things specific to our field of study, we had to collaborate with the others to make sure we were still ‘on brand.’ “
“Era” is based on Joan Mitchell, an abstract expressionist painter, so the group chose a contemporary theme for their restaurant design.
Senior marketing major Sarah Bobo was a part of the group that branded the restaurant “Foxtrot,” which was inspired by artist Charles Robertson. The group drew inspiration from the color scheme of one of Robertson’s dynamic cubism paintings.
Marketing majors were given the task of finding an appropriate location for the restaurant based on their target market and other researched factors. Bobo chose downtown Chicago for “Foxtrot,” which differed from the other three groups that chose New York for their locations. After the location was finalized, interior design students began the rendering process and chose details such as fabrics and flooring. The marketing students made sure they were on track with the guidelines throughout that process.
“Esse” aimed to bring out Eva Hesse’s organic and earthy style in their brand. Junior interior design major Erik Smith said he is pleased they were able to create an inviting space that achieved the experience they were hoping to translate to the viewer.
“My favorite part of the project would definitely have to be putting the project down on paper and then getting to create a space that we could be in and walk around in,” Smith said. “I loved seeing the complete project start to finish.”
Graphic design students focused on logos, images and the creation of a product to display, such as beverage containers or to-go bags. These final touches came together during the end of the process, completing the look and providing tangible restaurant elements to display.
