a look into
Martha’s Express
VIVIAN SHIU | JULIA KAN | ABIGAIL LERNER
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TA B L E O F C O N T E N T S COVER_____________________________________________________________________________________ TABLE OF CONTENTS____________________________________________________________________ CONCEPT__________________________________________________________________________________ RESEARCH_________________________________________________________________________________ LOGO_______________________________________________________________________________________ MENU_______________________________________________________________________________________ PACKAGE/LABEL DESIGN________________________________________________________________ RENDERING________________________________________________________________________________ RENDERING________________________________________________________________________________
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CONCEPT This project calls for the design of Martha’s Express, a temporary eatery that can cater to the needs of Human Ecology students while the Martha Van Renssalear building goes through renovation. Boasting the idea of sustainability and healthy eating habits, Martha’s Express will not only ease the transition into the new Martha’s, but also embody Human Ecology’s mission through design. Our vision for this design was to build both a brand and space that promotes healthy eating and a balance between tradition and innovation. To reflect the food served, our theme communicates the organic and natural qualities of Martha’s. Our design will provide students and faculty with an efficient and aesthetic outlet for sustainable living.
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RESEARCH To better tailor our design to the students of Human Ecology, we conducted a survey with several students and factulty. Our research determined that people finalize their order decision while they are in line. Moreover, people are concerned with the lack of regard in design for traffic flow and movement. Lastly, preference gravitates towards a style of Martha’s that is both modern and organic. Using our findings, we hope to create an effective design for Martha’s Express that eases the transition into the new Martha’s and helps users have a more efficient and sustainable relationship with the eatery.
Our Survey
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logo design We believe this logo visually expresses both Martha’s established tradition and its mission to become a sustainable and healthy eatery. The choice of font is not only supported by our research, but also represents the natural and organic characteristic of Martha’s Express. The fork made with the “M” of martha’s creates a strong recognizable branding symbol to represent the eatery to the College of Human Ecology.
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packaging design To better promote the opening of Martha’s Express and eventually Martha’s itself, we placed the logo on several packages. The packaging itself is recyclable and biodegradable. It will tremendously improve Martha’s ecological footprint.
RE N D E RIN G
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RE ND E RING