MISSION STATEMENT
Herb n’ Eats will foster lifestyle change for future generations via a “Cafeteria to Restaurant” approach and supplement food costs for low income families by providing dinner for children in need. The brick and mortar restaurant, strategically located near schools, is a place where the health conscious consumer can eat “clean,” engage in healthy habits, and connect with their community.
Herb n’ Eats goal is to rewrite history by creating a playful and engaging space where customers can feel welcome and entertained by vintage decor, and be inspired to live and eat healthy by delicious and easy to replicate recipes.
Logo Psychology
The color orange is associated with meanings of: joy, warmth, sunshine, enthusiasm, creativity, success, encouragement, change, determination, health, stimulation, happiness, fun, enjoyment, balance, freedom, expression, and fascination.
The color green is soothing, relaxing, and youthful. It’s a color that helps alleviate anxiety, depression, and nervousness. It brings with it a sense of hope, health, adventure, and renewal, as well as self-control, compassion, and harmony. Green is directly related to nature and energy, so it is also commonly used to represent and promote “green” products.
The color gray is a cool, neutral, and balanced color. It is a timeless and practical color. Dark, charcoal gray communicates some of the strength and mystery of black, maintaining it’s sophistication while lacking the same negativity.
Mood Board
RESTAURANT
The restaurant is a hub for the community at large. It takes a modern twist on the classic diner elements of aluminum, checkerboard, and neon lights.
The interior is clean, bright, and fresh. Herb n’ Eats creates a healthy atmosphere and the Grow Wall (an indoor hanging garden) engages customers and encourages them to grow their own herbs in any living space.
The neon signage embodies the classic 1950’s style diner and is a staple for the brand. It is recognizable at all times of the day.
cafeteria
Herb n' Eats is committed to providing healthy meals and lifestyle education for children K-12 by installing the Herb n' Eats brand in school cafeterias. The Herbie characters, vinyl table wraps, and menu board generate excitement and expectation toward healthy eating.
PACKAGING
Herb n’ Eats supplements food costs for low income families by providing dinner for children in need. Each eligible student will go home with a cool Herbie Box packed with a nutritious supper at no cost. All cafeteria packaging is recycled.
Target Audience
The Herb n’ Eats brand is targeted toward families with children K-12 and health conscious adults ages 27-40.
Joshua Johnson
Age: 10
5th grader suffering from obesity. He loves video games and hates exercise. He is a “latch-key kid” living in a low-income single parent household. He receives free breakfast and lunch at his public school.
5th grader suffering from obesity. He loves video games and hates exercise. He is a “latch-key kid” living in a low-income single parent household. He receives free breakfast and lunch at his public school.
Anna Pierce
Age: 32
A small business owner and mother of two high school children, where her husband works. She does not have time to prepare healthy meals for her family.
A small business owner and mother of two high school children, where her husband works. She does not have time to prepare healthy meals for her family.
STAN MANN
Age: 27
Instagram model and YouTube vlogger who is health conscious. Volunteers regularly at the Boys and Girls Club.
Instagram model and YouTube vlogger who is health conscious. Volunteers regularly at the Boys and Girls Club.
Snapchat
Facebook
Establish a presence on Facebook to connect with the adult demographic: typically health conscious parents. This audience likes to be up to date with community events, like the ‘Back to School Giveaway.’
Instagram
The young adult and adolescent audience will be able to spread the message of healthy living through Instagram. This group loves to share their experiences and opinions with their social network.
Snapchat
The youngest customer loves to share real-time whereabouts with friends. Geofilters are engaging and promote healthy living.