Craft Food Halls
Craft Food Halls  |  New England

The Ultimate Food Experience

Craft Food Hall Project is an innovative concept incubator, exploring the best in food while pushing the bounds of entrepreneurship and creativity. It’s a pretty cool company, and we were beyond excited to help them define the brands of their three new restaurant concepts–Project X, Vessel, and Sousviderie–as well as how these brands will be experienced by customers. For us, it was a match made in design heaven: brand strategy + environmental graphics + placemaking. Done and done.


The Brands

With a graffiti typeface, the Project X look is inspired from the street culture vibe for which this brand of pizza will be known. As for Vessel, we derived the graphic mark from one of our body chakras, to represent the brand promise of a powerful awakening of mind, body, and soul through superfood recipes. And then there’s the Sousviderie brand identity: a friendly circle with precise definitions of technique and quality, topped off with a degree symbol to represent high tech production.

Good Food, Good Life.

The brand promise of Vessel is to bring out your true potential by aligning your mind, body, and spirit through superfood recipes. It’s about lifestyle as much as it is about food. The visual identity was designed from one of our body chakras which spin and draw energy to keep the spiritual, mental, emotional, and physical health of the body in balance. The pinky peach color of the mark is a nod to Himalayan salt and its important role in sousvide cooking.  

Why himalayan salt, you might ask? Did you know that Himalayan salt contains over 84 minerals and trace elements, including calcium, magnesium, potassium, copper and iron? It’s said that consuming the salt, soaking in its baths, and breathing it in will provide some pretty amazing health benefits. And with a history dating back to Earth’s creation, it’s believed to be composed of dried remnants of the original, primal sea. We thought it was a powerfully appropriate connection to the Vessel brand. Basically, we all agree that the belly rules the mind.