URBAN FARMER PHILADELPHIA
The brand identity campaign for the Urban Farmer Philadelphia restaurant came just a year after helping brand and design their sister restaurant in Cleveland. Philadelphia has a much more elegant and sophisticated approach that feels different from the Cleveland restaurant’s cheeky, rustic style. Deliverables for the identity system included signage, menus, website, coasters, hats, t-shirts, stationery, to-go packaging and seed packets. For the brand style, Wehrman tried to find the delicate balance between countryside and the elegant city through textures, illustrations, typography and imagery. Within a week of opening this past December, Urban Farmer Philadelphia was named “10 Hottest New Steakhouses of 2015 Around the U.S.” by Zagat.com and Philly.com described it as a “knockout.”
ADDY Award Show judge Tim Winters, Creative Director of MRM McCann Detroit added, “Melissa Wehrman brings the Urban Farmer Philadelphia brand to life with this beautifully designed identity campaign. Her choice to keep it clean, yet unique, gives you a real taste of what you’ll be getting when you set foot in the Philadelphia restaurant.”
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WINNER: Best in Show ADDY Award – Toledo AAF – Urban Farmer Philadelphia Branding Campaign | 2016
WINNER: Gold ADDY Award – Toledo AAF – Urban Farmer Philadelphia Branding Campaign | 2016
