Bringing 'feel good dining' to life
The Harvester brand is 33 years old, with over 220 sites, selling over 30million meals a year with a menu focused on fresh, delicious grilled dishes and its famous Salad Bar.
Having recently undergone a refreshment exercise to upgrade their restaurants to their new ‘feel good dining proposition’ it was felt that their new branding proposition wasn’t being communicated from the exterior to it’s consumers. Caulder Moore was asked to assist Harvester in creating an own able exterior signage programme to increase awareness in order to attract lapsed customers and to attract new customers into it’s newly re furbished sites.
Our approach was to increase visibility of the brand through the use of large scale signage elements and tactile materials that connected with Harvesters ‘feel good dining’ proposition. We created 3 dimensional signature elements which welcomed diners and looked at the customer journey from the approach to the entrance of their restaurants. We opened the restaurant to the exterior so that both customers and staff could be more connected and introduced the herb garden that further helped to deliver on freshness. As all day appeal is really important to the Harvester brand lighting played an important part and was integrated through the design for brand standout in the evenings.