Santa Clara by Shaena Dansie

HARMONS

SANTA CLARA St. George. UT

R E TA I L D E C O R S P E C I A L I S T S

OVERVIEW

STORE

OVERVIEW HISTORY

DESIGN

In 1932, Harmon’s began with a simple vision: to be remarkable – so much

Harmon’s Santa Clara features a minimal, monochromatic color palette

so, that people will be disappointed to shop anywhere else. This ideology

balanced for pervasive feelings of comfort and elegance. Shades of grey

drove them to be uncompromising in their commitment to provide quality

carry a persistent industrial-modern Bodhi, complemented by dual simple

food, value their associates, and always exceed customer expectations by

and bold typography; examples include the primary San Serif typeface that

offering made-from-scratch eats and fresh local ingredients. In Harmon’s,

conveys a modern environment of uncluttered welcome. A bold sub-font

“We’re in the people business. We just happen to sell groceries.” Now,

also creates hierarchy between the main department headers, and adds a

almost a century later, Harmon’s represents 16 locations across the State of

human touch to the various signage. This is all connected by custom Decor-

Utah. And, through it all, is their continued eagerness to be “your neighbor-

worx portraits of Harmon’s employees and cuisine. The clean, dramatic

hood grocer.”

photography was strategically placed to complement each area, and blend with stunning macro and aerial shots to complete the experience.

TABLE OF

CONTENTS Department

18 Department

24 Department

Harmon’s signature on ocean eats.

“hand-crafted deliciousness”

Coffee, Lattes, Cappuccinos, & Gelato

Department

“ready to eat anytime of the day”

MEAT & CHEESE

SEAFOOD

DELICATESSEN

THE CAFE

Department

CRUST & CRUMB

Harmon’s has a unique name for their inhouse bakery, known as the Crust & Crumb.

PRESTIGE MEATS

Prestige Meats – where “freshness is measured in hours, not days.”

21 Department

27 Department

Hand prepared amazing meals by Harmons chef’s.

Personalize arrangements to express your self.

THE KITCHEN

FLORAL

MEATS SECTION & CHEESE

MEATS & CHEESE MEATS & CHEESE Not everything can be daily fresh. And, for those things that can’t be, many of them are “ready to eat anytime of the day” in the Meats & Cheese area. Modern Greys provide a backdrop on the upper valance for pop-and-wow portraits of associates and cuisine. The department header of Meats & Cheese in white acrylic are balanced by the dimensional-wave trellis that looms further above. The area is completed with bright lights behind a row of geometric lines from refrigeration cases below.

MEATS SECTION & CHEESE

CRUST SECTION & CRUMB

CRUST & CRUMB CRUST & CRUMB Harmon’s has a unique name for their in-house bakery, known throughout Utah as the Crust & Crumb. To emphasize this exclusively-local experience, photography drapes the overhead valance in rich earth tones and baked goods that entice from across the store. This is balanced with mindful paints such as the Gauntlet Grays & Magic Blacks that provide photography space to flaunt. All these details are seamlessly accented by the curved design of the overhead trellis, which adds a dimensional burst to the white acrylic lettering spelling “CRUST & CRUMB.” Raw wood counter space below effortlessly blends with the photography above to define the whole space.

CRUST SECTION & CRUMB

SEAFOOD SECTION

SEAFOOD SEAFOOD Seafood presented a unique design challenge. Although this department is not one of the primary attractions for the store, Seafood still had to uphold the high aesthetic-standard that had been set throughout the rest of Harmonâ&#x20AC;&#x2122;s Santa Clara. This feat was executed flawlessly with continued themes of macro-cuisine photography and rich black & white portraits. White acrylic also leaps off the concave shaped valance to announce your arrival in the department, and concludes with a dimensional-wave trellis that juts from the wall.

ÂŠ Until transferred by sale, all rights are reserved and reproduction in any manner without permission is illegal.

SEAFOOD SECTION

BAKERY

PRESTIGE SECTION MEATS

PRESTIGE MEATS PRESTIGE MEATS Harmon’s doesn’t believe in meats – they believe in Prestige Meats – where “freshness is measured in hours, not days.” Perhaps this is why such dramatic emphasis is added to the meats photography, that is cast strategically throughout the store. As for the department itself, the upper valance is draped in a comforting Mindful Gray with a combination of Gotham Black color and Thirsty Rough typography. This balance of fonts creates a wonderful hierarchy between the department header, and Harmon’s mantra on “freshness…”. To perfect the space, thoughtful lighting and fixtures hang discreetly above the signage, calling subtle attention to the department from everywhere in the store.

PRESTIGE MEATS

PRESTIGE SECTION MEATS

DELICATESSEN SECTION

DELICATESSEN DELICATESSEN Harmon’s Santa Clara takes special pride in their Deli, where they create “hand-crafted deliciousness” for patrons each day. This bold simplicity is conveyed through the Black Magic paint used as the backdrop for the department valance. And, the continued theme of white acrylic signage in Sans Serif and modern Script typography is also found. These details are offset by the open deli counter below, highlighted in bright lighting and clean glass display cases. A polished seating area is poised discreetly above the Deli, available for all guests to enjoy on the second-floor, and become immersed in the Harmon’s Santa Clara experience.

DELICATESSEN

THE SECTION KITCHEN

THE KITCHEN THE KITCHEN The Kitchen, much akin to the Delicatessen, hosts a diversity of good eats where “hand-prepared amazing meals by Harmons chefs” await you. Among these amenities are a soup bar and salad bar, cloaked in rich chalk art and dramatic macro photography. The upper valance is enveloped in continuous Mindful Gray tones, providing a stage for the food selections and displays below. Playful chalk art advertising “All Natural Sausage”, “fresh Burgers”, and “Prime Beef” adorn the open counter space and complete the atmosphere of belonging in the space.

THE SECTION KITCHEN

THE SECTION CAFE

THE CAFE THE CAFE Unwilling to capitulate unless every possible whim of visitors had been met, the Café stands proudly near the center of the store offering “coffee, latte[s], cappuccino[s], and gelato.” Intense tones of espresso-macro photography are draped against the Modern Grays used as the backdrop for the white acrylic writing. Chalk art and intense pops of red compliment the counterspace below.

THE SECTION CAFE

SECTION FLORAL

FLORAL FLORAL Harmons prides itself in creating personalized arrangements to help you express yourself. We expect this is why Harmons lets the flowers speak for themselves in the Floral Department. The Floral design is simple: Magic Black paint provides a backdrop for the bold script lettering in the valance above. Thoughtful lighting and light fixtures hang discreetly above the department header, and provide a platform for the flora & fauna below to truly shine.

ÂŠ Until transferred by sale, all rights are reserved and reproduction in any manner without permission is illegal.

SECTION FLORAL

CHALK SECTION ART

CHALK ART CHALK ART A dynamic touch of human element that Harmon’s has achieved are the chalk art signs. Despite being featured as accent pieces, two months of preparation time alone was committed to creating the diversity of chalk art that adorns Harmon’s Santa Clara. In addition to the sheer volume of art, Decorworx also individually hired and trained the chalk artist Harmon’s now specifically contracts for their Santa Clara location. Between the rough-hewn feel and hand-drawn dimension – as if physically exploring the imagination of an artist – Harmon’s considers chalk art signage to be indispensable, and has become a fundamental dynamic of their “neighborhood” appeal.

CHALK SECTION ART

CHALK ART

CHALK SECTION ART

R E TA I L D E C O R S P E C I A L I S T S