Harvey’s Garden
Strategy • Messaging • Identity • Environmental
A community-focused food truck park and beer hall in Syracuse, NY. The concept drew inspiration from Harvey Baldwin, Syracuse’s first mayor, who dreamed of hanging gardens throughout the city.
The Challenge
Harvey’s Garden needed to be welcoming and neighborly, while still feeling unexpected and differentiated in a crowded food-and-beverage market.
The Strategy
Create a brand identity that’s fun, unpretentious, and grounded in a great story. Build an experience that feels like you’re in your best friend's backyard.
The Work
Strategy
Defined positioning, vision, mission, core values, and tone to anchor all creative decisions.
Messaging
An vibrant and bold identity with a logo mark based on 3 pillars: beer, heritage, and greenery.
Identity
Wrote the tagline, “hang together” and the descriptor, “food truck park & beer hall” for clarity.
Environmental
Supported exterior and interior design choices to help translate the brand into the physical space.
