FARM FOOD “Next to you”“Next to you”, is our restaurant proposal slogan. We decided to create a concept that is easy to understand, and the citizens can identify with it. Our concept is a Modern Farm restaurant. This represents the local and fresh food. We want to create feelings and educate the customers that healthy food can be delicious too using an eco-design proposal. In order to get to our brand strategy is important to name the critical aspects to take in mind in this American fare restaurant:- How to get new clients- Stand out from the competition- How to maintain clients loyalty- Create healthy food awareness- How it will be an ecofriendly restaurantBrand StrategyFARM FOOD would be the name we propose for this restaurant. It is easy to understand and it keeps the main idea of the concept. Next to you is the slogan we have chosen because we want to tell the customer that the food comes from a local place, it may be even your own neighbor. Next to you are the fields that surround you where the fruits and vegetables are cultivated.  Meat that is not artificially or chemistry altered. The food comes from farmers that dedicate their time and strength to create natural products, organic products.In order to keep this idea into the design we want to keep a farm looks but giving it a modern twist.  We want to create a restaurant where you can go on Sundays with your family or you can get something to drink with your friends too.The materials we choose for this project are simple but we want to create contrasts between them. Mostly have certificates or studies of sustainability. We propose to use OSB for the tables of the entire restaurant because it is a very recyclable material. It will have an acrylic to cover it, and bordered by an aluminum sheet in order to seal the acrylic with it and so the rough edge of the OSB will be hidden. We want to propose a shopping corner area that will have finished food like sauces homemade, healthy snacks created in the restaurant like for example dehydrated fruit chips, fresh wraps, salads to go, etc. And also eco materials products like t-shirts with images or phrases that give you tips about recycling or nutritional facts, purses or wallets or products made by craftsman’s or artisans from the local area that surrounds the restaurant. It is a sale corner so we can promote local artists and also they can take home a souvenir from the restaurant. We want to locate these shopping areas in the waiting area so the customers can take a look and entertain while they wait, and also we will put it in the take away area.The façade is the first impression the customer will look at from the street, so we want to create a design that is easy to look from distance, use outstanding material and play a little with the colors. Our icon it would be corncob standing out from the façade and with a clear view.Also we want to go a little deeper and use the technology in a way of education. Once the customer gets the dish he or she ordered, we want to propose an idea that the food comes with a little flag inserted with a stick standing out of the dish, and this flag would have the name of the main ingredient and a QR Code, and this will link the customers to nutritional facts and recipes to do with this ingredient.  An example can be a eggplant club sandwich, so the flag will be purple and it would say eggplant, and behind it would have a QR Code so the customer can read this with his or her smartphone and it will link them to the nutritional facts and different healthy recipes you can make with eggplant. We also want to include a section on a wall that has aromatic plants to create a sense experience, but just in one area, and it is a circulation area because we do not want to overwarm or disturb the customers. The type of plant would be aromatic herbs.Other subject in consideration talking about zoning is that we want to place the lounge area in the dark corner, so that the dining area that is the familiar zone would have more natural light. Besides we are proposing a lighting bar so it would be appreciate better in this less lighted area.  Also in the highway to the bathroom we want to create a long corkboard so people can place recycling tips, ideas or nutritional recipes along this board.To take kids in consideration in the branding strategy we want to implement an interactive way to do it from the table. The kids can choose a farm animal (pig, cow, chicken) to make a cardboard box with the shape of the animal and they can paint it while they are spending time with the family. Each cardboard will have a QR code so if the mother or father has a smartphone they can link it and it will show a cartoon video about each animal educating the kid on the importance of eating their vegetables and healthy food, and why we have to take care of the world. We want to rescue the American’s Farm concept from the big industries that devaluates them because they create massive food that has poor nutritional factors without caring about people health. Farms food equals quality because it is an organic product that was taking care step by step.

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Project: Retail Design Institute NY 2013 International Student CompetitionDesigners: Marcela Fernández, Andrés Cabrera, Núria MartínezLocation of the project: United States