Hospitality: The Greenhouse of Orange – Branding

August 4, 2017

Project overview

Fresco was tasked to create the Greenhouse of Orange brand from scratch. We started with designing a logo and brand strategy for the new dining precinct to communicate their unique offering – sourcing premium produce direct from local farmers and growers, to showcase the Central West district, through food.

We wanted to authentically portray all the quality ingredients and artisan food products on offer so we commissioned a local illustrator who was renowned for creating beautiful watercolour illustrations of ingredients.

We established some key messaging, created a logo and started concepting the advertising strategy. We also developed social media profile assets and event campaigns (eg. oktoberfest etc), function kits for social events, weddings and corporate events. We developed a site map for their website and liaised with the developer to ascertain the best approach from both a design and maintenance perspective. Let’s take a look at the creative process in more detail.

Briefing and Research

We extracted a full brief from the marketing team at The Greenhouse of Orange/Orange Ex Services’ Club and commenced a research phase to get a good understanding of their competitors, design trends in their industry and best and worst design approaches in similar venues! With that in mind we set out designing the logo.

We often use hand-drawn sketches as a base for our icon designs and scan and develop them on screen, pairing them with carefully selected typefaces that share attributes with the icon. We consider symbolism, visual association, printing options and limitations, colour psychology and typographic meaning. We create the perfect harmony and balance in the logo and roll out a full suite of logo files for our clients including CMYK, Pantone, RGB, black only, white only, greyscale and files for web use like JPG, PNG and SVG files.

For the website, we looked far and wide at different sites and drew inspiration from the ones we felt were the most attractive, effective and functional. Once we established the logo (chosen from 3 concepts) and had done the prep work for the website we concepted the ‘key visual messaging’ – this was where the brand really started to come alive!

Rollout and development

Once the key visual messaging was established we had all the assets we needed to apply the new style to other items. We had a smoky paper background, retro map texture, colour palette, illustration style, dotted and pencil lines for borders, primary and secondary fonts and things were really starting to come together. We put it all together in a Style Sheet and sketched up the full website design.

We also commenced production research for their menu range – sourcing premium fabric covered hardback menus with sleeves to allow for the ever changing menu. We designed the inner slips and commissioned illustrations to bring the menu items to life. Later, we designed a fold-out A3 paper menu for kids with activities, puzzles and games to keep them entertained.

Web Development and production

Once we had established a design for the website, we handed it over to the developer to work up. We worked with them to troubleshoot any issues and make adjustments to the design. Once it was ready to roll we made it responsive and it went live. The Greenhouse of Orange also set up all their social media platforms with assets provided by Fresco. We designed an special tasting menu for their pre-launch VIP night and then cracked the champers as the venue was officially launched.