About Seven Grain
Seven Grain Salad and Deli is a sit-down deli/bakery. The restaurant bakes its own seven grain bread used in its sandwiches and alongside its salads. The restaurant specializes in generously sized, complete meal menu items that are all-natural and support local purveyors. The kitchen is open and somewhat cafeteria style where the customers can either read from a menu or the board, order their salad, watch it be made, and take it to the cashier and order their drink before paying. Customers can also sit at the bar and order. The restaurant also features a wine/beer/coffee bar that specializes in local beverages. Customers will choose from a menu of local coffee bean choices for their drip coffee. There will also be a small selection of two or three different beans for espresso drinks.

Mission Statement
Seven Grain Salad and Deli is committed to offering generous portions of well-balanced, healthful meals that support sustainable framing methods and local purveyors whenever possible. Seven Grain strives for friendly service and particular attention paid to promoting local businesses and the surrounding community. Seven Grain strives for employee passion about serving wholesome, freshly prepared food for the public.

Left: Along with designing the identity, we produced collateral pieces such as t-shirts to be sold at the deli. This one for instance refers to "the seven pack" for those going the extra mile to be healthy and have fun.

The Problem
There were four basic points to cover for the project.

Target audience
Our target audience for this project was people around the ages 21-35 and college students. This hypothetical restaurant will be ideally placed on SE Hawthorne blvd. of Portland. Hawthorne has a very specific (hip, urban, earthy, healthy, environmentally conscious) atmosphere; the restaurant will appeal to all crowds that inhabit Hawthorne. The secondary audience is health conscious people who have a good appetite and want to eat right and enjoy a very gourmet salad, with wholesome bread. This restaurant will fulfill the desire for a healthy alternative to fast food, being a quickly prepared healthy meal that is reasonably priced.

Deliverables
For this project, in two weeks time we produced from a clean slate; A full business identity (Logo, Business cards, Standards for use), menus (a two-sided half page menu and a one-side full page menu), coasters, grand opening newspaper ad, and promotional t-shirt designs. We were provided with a mission statement and a building layout. Our clients had a particular look and feel in mind which was both a blessing and a curse. After much deliberation and headaches we came up with the catch phrase "Salads that satisfy" it was quirky and fun so it fit well.

Coasters: The idea for the coasters was that they would express the atmosphere through words. We aimed for something fun that people could collect if they wanted to. A coaster template was made so that the clients could easily make new sayings on the fly. Two different backs were designed with the idea that the client would choose one, they loved both so we kept them. We also came up with a new term, "Oregon-ic" which means locally grown, organic and fresh.

Look and Feel
Since it was only a proposed restaurant we had to develop a look and feel based on its proposed location which was on SE Hawthorne in Portland, Oregon.

Atmosphere : These images all helped us with creating the look and feel we desired for the business. They were all either taken on Hawthorne or in the kitchen where the food was being prepared. The salad was actually made for us by one of our clients who had recently graduated from culinary school, it was a huge inspiration as well.

Solution
We decided on a single color system to dramatically reduce printing costs. It also simplified the design to give it a clean, honest feel. This project was done in two weeks by three individuals. Christopher Cervenka, Russell Cohen and Kat Larson. Our clients were completely impressed with the results we produced and hopefully one day they will go through with opening this business.