Your Story, Your Brand.
“Building a good customer experience does not happen by accident. It happens by design”. -Claire Muscutt
Gruit Garden + Eatery, Interior
A great design is truly limitless. One of our most important philosophies at BLOK Design Group is that a customer experience reaches far beyond what a space looks and feels like. It always begins with a story, and we believe the story should be captured in the brand. What a brand represents is exceptionally important because that is where first impressions are made, and inspiration is born.
Getting to know our client’s story is something we intentionally set out to do during a first meeting. It is important for us to understand their purpose, as it directs us in our collaborative, creative process.
When first approached to develop the brand for Gruit, Garden + Eatery, in Brooklyn, NY, we were asked almost immediately if we had ever heard of the word “Gruit”.
Logo for Gruit Garden + Eatery
Gruit (gro͞ot, gro͞o′ĭt) n.
1. Any of various mixtures of herbs such as ground ivy, yarrow, or sweet gale, formerly used in brewing for their flavor, aroma, or preservative qualities.
2. A beer brewed with such a mixture.
As our conversation progressed with our client, his purpose became very clear through his Jewish heritage. He wanted to bring a Kosher-style beer garden and restaurant to Brooklyn, and highlight the progression of modern American-Jewish cuisine in an inviting, homelike atmosphere.
When developing the logo design for Gruit, we were inspired by the visuals derived from the definition itself- herbs, ivy, flavor, aroma…
The final logo design we came up with ties these elements together in a simple, clear, elegant way, making it easily recognizable.
We carried these brand elements into the design of the menus. To highlight their unique and extensive cocktail offerings, beer lists, and food items, we wanted the menus to speak the same visual language to further immerse the customer in the Gruit experience.
The thread of this brand we created carries through all other aspects of Gruit. It can be seen on merchandise, glassware, signage, staff uniforms, and the design of the restaurant and outdoor garden patio. Deep blue tones, natural wood textures, greenery, lighting accents, and the gastronomical aromas are just some of the many elements bringing the entire Gruit experience to life.
Gruit Garden + Eatery enjoys success as they continue to share their story through their brand, atmosphere, and of course their unbelievably tasty dishes and drinks. This is what drives our passion at BLOK Design Group. We love watching Gruit spread its roots and continue to grow, and we’re so glad to be a piece of that journey.