Identities, Naming, Brand Strategy, Spaces, Sites & Apps, Products, Packaging
Anchored in the gleaming gem of Columbia University’s new Manhattanville campus, designed by architect Renzo Piano, the Manhattanville Market food hall is a shining light in an historical and transforming uptown neighborhood. Starting with naming the space, we worked collaboratively with the chef-owner and university stakeholders to brand and design every restaurant within.
Balancing the needs of the stakeholders and some restrictions on altering or “over-branding” the physical space was a concern from the outset. Certain features that normally befit a food hall — like illuminated exterior signage, marketing and social media campaigns that make a splash was not on the table here.
An elevated approach was the way to go — mirroring the elevated 125th Street subway above the hall. Factoring in the quality of the space, and chef-prepared food, our recipe was sophisticated with a bit of whimsy baked in: The “Mm” (Mmmmm) from Manhattanville Market as the device to reinforce deliciousness — and colors that compliment the University and the brands within — all of which we designed.