TOMS Roasting Co.

TOMS Roasting Co.

With every bag of coffee you purchase, TOMS will provide one week of safe water for a person in need. Through a partnership with Water for People, TOMS is able to make sure they are giving back to the same communities providing the beans, helping to stimulate economic development as well.

But wait, TOMS makes coffee? We knew that would be the first question on every customer’s lips, so we addressed this right on the packaging. By designing a coffee bag that incorporates bold and provocative messaging, we re-assure coffee drinkers that if a scrappy start-up could do it once with shoes, it could do it again with some damn good coffee. This messaging was carried out through new TOMS Cafe retail stores, an informative website, graphic labeling system, t-shirts, video spots, and more.

An icon system inspired by the landmarks, cultures and patterns of each region was carried throughout the project - appearing on patches, shirts, labels, and other marketing materials.

A clean, crisp web portal was designed utilizing those same icons, allowing viewers to easily choose between learning more about the beans, or the ways in which TOMS gives back through each new product. 

TOMS Roasting Cafes can now be found in  Los Angeles, Austin, New York, & Chicago. They are a public commitment to community participation - serving as a space for education, volunteering and making friends - as well as a retail outlet for TOMS coffee & products. 

Giving is at the core of every  TOMS product. For the coffee launch, the film crew traveled to Rwanda to help explain the give by weaving together the stories of those involved: a coffee farmer, a young boy, and the founder of TOMS.

Project Tasks: Brand Identity, Packaging, Environment, Website

Made at TOMS

---

Lupulo New York

Lupulo New York

Lupulo is the second restaurant created by Michelin-star rated chef, George Mendes. Inspired by the famous cervejarias (breweries) of Lisbon, and designed to be an inviting New York neighborhood restaurant and bar, Lupulo offers a very relaxed and approachable atmosphere complemented by Mendes’ own inventive interpretations of traditional Portuguese food.

Working with Preacher, we were entrusted to develop the entire brand identity for Lupulo (which means “hops” in Portuguese), and started with a custom logotype and fiery, hop-feathered rooster mark. We then crafted everything from exterior signage to menus, business cards, beer growlers, coasters, t-shirts and more. Utilizing bold colors and subtle references of Portuguese design, we're happy to bring a bit of Lisbon to NYC.

A series of coasters was designed to help give guests some background on Portuguese culture, along with translations of their beautiful language.

Speaking of fiery birds, we created this little hot chicken as an homage to the open flame.

Project Tasks: Brand Identity, Print Design, Packaging

Made at Preacher with Taryn Kealani

---

Cava Grill

Cava Grill

Truly sweeping the nation, Cava Grill has rapidly expanded from their home base of Washington, D.C. to over 30 locations (and counting) across the states. Started by three childhood friends, this “fast casual” restaurant celebrates the flavors of their families’ traditional Greek and Mediterranean cooking in a modern setting. Not only is the food is amazingly tasty and fresh, the company's commitment to supporting urban gardening, sourcing local ingredients and fostering healthy eating programs is the "tzatziki on the pita".

While working at Preacher, we partnered with Cava Grill to help tell their brand story as they began to extend their footprint into new markets. Developing visuals around a unique brand positioning with bold values and a clear voice, we landed on the consumer-rallying idea: “For Those Who Savor”. This was brought to life throughout their locations via posters, packaging, photography and collateral. This is a brand that truly savors life, and we aimed to convey this sentiment to all who walk through their doors.

To kick off the project, we re-designed Cava Grill's ridiculicious packaged spreads, and set the tone for the new brand aesthetic. 

Lively colors and honest foods led to a series of in-store posters made to promote the brand's mission. Using close-up photography of  ingredients and hands-on production techniques, the ethos of Cava Grill comes alive in vibrant artwork. 

For an added touch of storytelling, we worked with photographer Josh Goleman, whose signature raw, black-and-white approach was chosen to reflect the brand's originality and approach to business.

These elements all came together in our brand book. Designed to solidify Cava Grill's position in the minds of new employees and potential investors, it's a testament to a company that is simply doing things their own way.

We also had the opportunity to touch upon many of the brand's customer-facing assets. In-store displays, packaging, cups, napkins and swag were all updated to carry the spirit of Cava Grill forward.

Project Tasks: Art Direction, Environment, Packaging, Print Design

Made at Preacher

---

P.S. Snacks

P.S. Snacks

Nikki Azzara approached us with her existing brand, Slender Seven, originally a blog for healthy recipes using seven ingredients or less. As her clean-eating-minded following grew, she also began packaging and selling tasty eggless cookie dough that was - surprise! - made with chickpeas.

Her current branding no longer fit the new direction: to take these deliciously indulgent, but healthy, snacks to the next level with an updated logo, packaging and website design. First, she needed a new name. A way to convey that this cookie dough was different - packed with protein and safe to eat raw. Through our first round of brainstorming, we focused on the healthy/vegan/raw aspect. Then finally realized we needed to simply let customers know straight up that they were being let in on a secret…P.S., this cookie dough is good for you.

Working with the wonderful Jennifer Cole in Asheville, we crafted a tasty photoshoot for the client's website and blog - showcasing different recipes featuring P.S. Snacks cookie dough.

Project Tasks: Naming, Brand Identity, Packaging, Photo Production

© HOMESTEAD

---

Parks Project

Parks Project

Our National Park system is losing money every day. This means fewer open trails and fewer rangers to teach the young. Parks Project was established as a way to re-inspire the public, encourage volunteerism, and give back to these natural wonders. Through sales of their apparel and accessories, funds are given to specific needs in parks all over the country. From bear boxes in Denali to erosion control in the Santa Monica Mountains, this team is fighting the good fight for mother nature.

Taking inspiration from trail signage and vintage park ledgers, we helped the fine folks at Parks Project craft a brand rooted in tradition, yet well-paced for today's aesthetic. We were responsible for all branding and collateral work: logo development, hangtags, website, catalog, patches, apparel design - and we're continually working to keep the brand moving forward through new products, graphics and initiatives.

"There is a love of wild nature in everybody, an ancient mother-love ever showing itself whether recognized or no, and however covered by cares and duties."

- John Muir

Extending their relationships with customers (and Mother Earth) even further, the team at Parks Projects hosts volunteer days at parks all across the country - encouraging people to get their hands dirty for a worthy cause. 

We also had the pleasure of working with our friend and videographer, Ryan Maxey, as he spent some quality time with our National Parks, making new friends and capturing footage along the way.

Project Tasks: Brand Identity, Art Direction, Packaging, Apparel, Website

© HOMESTEAD

---