Case Study: Clover

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PROJECT OVERVIEW

Spokane, Washington-based Paul and Marta Harrington approached Wexler of California for a proposal to provide square-one identity and branding design services for their new restaurant Clover. Design Director Dave Stolte traveled to Spokane for an initial consultation to identify challenges, discuss design direction, and establish a timeline of deliverables. Clover is built in a converted Craftsman home, straddling business and residential zones close to Gonzaga University. The restauarant’s menu is upscale Mediterranean-inspired with an emphasis on artisanal sourcing. All bakery items are made onsite. The bar menu features classic and craft cocktails, as well as an extensive list of wines and beers.

PROJECT ANALYSIS

Spokane has a challenge and an opportunity with its dining culture. Within a 15-mile radius of Spokane, there are 834 restaurants (versus a national average of 2,967) and 94 bars (versus a national average of 207)*. The vast majority of these restaurants are fast-food and casual dining chains – in fact, Spokane is known as a prime test market for the dining, food, and beverage industries. It’s been said Spokane has a “low food IQ.” However, the few restaurants serving a unique, fine-dining experience (among them Luna and Madeleine’s) are regularly filled to capacity, indicating there’s a hunger for better fare. Clover fills a gap in the current market. The menu features thoughtful, seasonal dishes using quality, individually-sourced, artisanal ingredients. Clover appeals to a wide demographic including, but not limited to: professionals, retirees, tourists, and the locavore “slow food” movement.

* “Best Places to Live,” Money magazine, August 2010

SERVICES PROVIDED

Wexler of California provided design services from the initial identity and branding to print collateral: multiple menus, business cards, gift cards, and a promotional opening-day poster. The Clover website was built on the WordPress platform for ease of client updates and includes a dedicated area for media (with hi-res photos, logos, and more). We also consulted on interior and exterior design and social media strategy. To accomplish final production, Wexler of California consulted with vendors in California, Washington, and Texas.

RESULTS

The design direction for Clover was informed by the history of Spokane and the Craftsman style, using period-authentic colors and type. Vintage photos were sourced from the Gonzaga University archives and sepia-tinted for use in the restaurant interior. Clover is now open to rave reviews and is a thriving contribution to the Spokane dining culture. Proprietor Paul Harrington noted, “Hiring Wexler of California may have been one of the better decisions we made.”

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