Greenstock
Greenstock is a chef-inspired salad concept thoughtfully created for the guest that values quality, seasonality and convenience. Hype founder, Brooke and her husband, Peter have teamed up with the owners of IL Ritorno and Whitney’s to bring this fresh option to downtown St. Pete.Scope
Naming
Brand Foundation
Branding
Brand Evolution Photography Social Media Public Relations
Naming
The name, Greenstock is a combination of the married (Benstock) and maiden (Green) names of two of the owners in the group. The final result is a unique name that is both relatable to the fresh offerings and meaningful to the concept as a whole.
Brand Foundation
The Greenstock Brand Foundation is a verbal accumulation of the history and accolades of Chef David Benstock, as well as education for the consumer on what makes this concept so special inside and out. Food quality, health, and family are at the core of this restaurant’s values and it’s what makes it so different from the others in its category.
Branding
When commencing the brand design for Greenstock, we knew we had to celebrate the food quality and seasonality, the chef-driven operations and the sophistication of this new ‘salad bar’. Our color palette of off-white and shades of green, created a refined, simplistic look. The asset system we created added a bit of playfulness to this sophisticated brand.
Brand Evolution
The Greenstock Brand Evolution has lead to the creation of paper and digital menu displays, a variety of apparel, collateral materials, social content, window decals, signage, stickers, to-go packaging, and more. The resulting brand identity is fresh, simple and evokes a feeling of sophistication.
Built for St. Pete and beyond, Greenstock is more than a salad bar, it is a healthy way of life.
Photography
For such a specific concept, we wanted to make sure that content is never too expected or redundant. How many ways can you photograph a salad? You’d be surprised. Our team developed unique and strategic ways to show off the freshness of each offering through macro and texture photography shots. That’s a fancy way of saying that we quite literally zoom into each ingredient to highlight different textures and spotlight its benefits. We typically strive for a simple and clean aesthetic to avoid any distractions from the intricate salad combinations.
Web Design
Hype rolled out the Greenstock digital identity shortly before they opened their doors. We felt as though it was important to focus on the quality of ingredients, while featuring a behind the scenes approach to the restaurant. Educating the consumer on the offerings was at the top of the list for this site. Not only did we design an eye-catching website, we still delivered a wealth of info for the consumer.
Interior Photos by Seamus Payne.
