strategy / naming / identity / architecture / environmental

A successful restauranteur wanted to explore a new restaurant concept to be developed initially in Montebello, California with potential for expansion across the country. Our challenge was to develop a concept theme and a story that would resonate with families. After some research, the answer was clear…the “New Deal” and the Civilian Conservation Corps (CCC) to promote national parks. Americans answered the call and drove by the millions…and they got hungry with all that travel. Americans would picnic and spend quality time together to share stories against the backdrop of the majestic outdoors. 

Our naming process led to National Park & Grill.


phase 1 strategy

visual audit and inspiration

logo sketches and early development

final main logo

final monument signage

final parent company logo

sketches for architect

signage location

final renderings