Looking to inject new energy into one of their dining concepts, Campus Dining Services developed the menu for Fresh Express where the focus is on made-to-order items assembled from fresh ingredients.

GRA+D was hired to develop a prototype for this concept. The work for the first phase included color and material palates as well as developing logos and other graphics. Ideas about standard architectural details and lighting were also developed. The goal was institutional quality products and details (from a durability and maintenance standpoint), but implemented in a way that spoke to the University’s increasingly retail-savvy clientele.

Subsequent to the work on the prototype, GRA+D was engaged to implement the concept at two locations: North Commons and Morrill Tower. At both locations had fundamental circulation issues. The implemented design is an expression of warm and natural materials with accents of white tile and stainless steel. Lighting plays a key role in highlighting the food and the design elements.

The results of the overall project were significant increases in business at both locations.