SPIRIT FRUIT: SATSUMA ORANGE
MOOD: SOPHISTICATED, HIGH-END, POLISHED, PROFESSIONAL
VISUAL DIRECTION: OLD WORLD TYPOGRAPHY, BRIGHT LUNCHROOM MINIMALISM, HISTORIC LIBRARY
Bryant Park is a 9.6-acre privately managed park in Midtown Manhattan, built entirely over an underground structure that houses the New York Public Library’s archives. The large lawn in the park serves as an al fresco lunchroom for midtown office workers, with grills and cafés that have become popular after-work spots.
Keeping an outdoor vibe with light colors and clear wayfinding will carry the refreshing feeling of this park into the store. An upscale aesthetic reflects the park’s professional clientele and spirit of renovation. Simple text-only, black-and-white signage efficiently serves the lunch-rush crowd and the many world travelers who visit the Bryant Park area.
The Bryant Park store is home to many fresh food venues, including an oyster bar overlooking Bryant Park, a pizza parlor, and an on-the-go food hall on the ground floor. To highlight prepared foods and make them the centerpiece of our campaign, we created delicious photographs.
Photography, food styling, and direction by Justine DePalma, Catie Randall, and Ethan Barber. Designed by Rachel Landers.
In-store decor and signage use illustration sparingly. The opening day gift bag continues this theme, creating a minimalist and slightly more upscale look. Designed by Rachel Landers.
Includes rationale, specifications, and guidelines for the use of color, fonts, typography, social media, and a variety of illustrations and graphic elements.
