Launch Test Kitchen

Richardson was engaged and challenged by the foodservice provider, Aramark, to create a revolutionary new concept that would allow them to use guest feedback to quickly adapt food trends, respond to guest needs and demographics, introduce new items, and showcase local chefs. Understanding that Aramark’s plans were to roll the concept out in a variety of different scales, from a menu in a suite to food truck, Richardson developed an overarching brand strategy that complimented the concept and spoke to its responsive nature. Working collaboratively with the client, the naming, logo, tone of voice and materiality manifested itself as clean, adaptable and progressive.

The new concept, Launch Test Kitchen, was introduced as a shipping container pop up at Las Vegas Convention Center and a fully transformational concession concept at The Q: Home of the Cleveland Cavaliers. The stand can change from one concept to the next with a flip of the switch by utilizing digital technology, a flexible equipment plan, and color changing lighting. In addition to the built work, Richardson was instrumental in developing concepts behind the animation sequences by working collaboratively with the technology provider. All elements of the pop up restaurant were designed to be entirely modular, allowing key design pieces to be easily transported from one location to the next

Launch was designed to be a modular system that attached to the front of the stand. Everything was built off site and assembled in the field in order to meet the aggressive construction schedule.
Original Launch sketch before branded overlays were introduced.
The team went through a naming exercise and landed upon launch test kitchen. The logo was developed internally.
A brand language was established with the introduction of color, photography style, and tone of voice.
The brand language is generously applied in the rendering.
The team then focused on the strategy of how the stand change from concept to concept.
Finally, Richardson designed a system for gathering user feedback.
"Richardson Design has changed the way we think about concession stands."

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