Working from the Ground Up
Subject: Great Lakes Culinary Center
Great Lakes Culinary Center is a kitchen stadium, resource hub, entrepreneurial launching pad and special event site, all under one innovative roof. It offers amenities for chefs and food service professionals, providing everything needed to design, build, test and launch a fully equipped commercial kitchen. In addition, it houses an interactive demonstration classroom and multimedia learning center, and serves as a venue for private parties and events.
Proud of their connections with Michigan-based resources, Great Lakes Culinary Center wanted to ensure that their new identity would feature elements of the state and its surrounding lakes. The Center is also affiliated with Great Lakes Hotel Supply, who displays a state image prominently in its logo. Our task was to create a logo for a new business that built upon these connections, a Michigan heritage and the new Center’s experiential possibilities.
In addition to exploring a stylized map, we looked at ways colors could represent the Great Lakes, even building shapes divided into the percentage of water supplied by each lake. Typefaces that carried a distinct lakeside or Michigan shoreline feel were considered. In each case, we designed with a level of clean sophistication and ease of use in mind.
After some modifications to a selected concept, Great Lakes Culinary Center had their logo. With warm, contemporary colors, a bold serif name and a round-cornered map highlighting the lakes, the end result answered the requests for a celebration of Michigan and a refined, high-end kitchen experience.
With their new logo in place, we created a range of supporting materials to help tell the Center’s story. In each case, a connection to the experience and atmosphere of the Center is key. Hallmarks of color, typeface, texture and message help maintain a recognizable presence.
Many of these pieces feature original photography by RBD’s in-house image experts. By creating our own images, we are able to focus on details and environments specific to the client.
The identity package and brochures serve as introductions to the Center. Menu templates provide flexibility for events without losing touch with the overall brand.
The website, built in WordPress, allows the client to make editorial updates on their own. In addition to the design and original build, RBD provided training on how to manage the site and continues to offer support for larger edits and overall performance maintenance.