Archive for the ‘branding’ Category

¡Viva RVA!

Thursday, May 2nd, 2013

¡Viva RVA!

While in the midst of a full-course rebrand for one of our favorite restaurant clients, The Boathouse, TFS jumped on board to help launch their new Mexican concept restaurant, Casa Del Barco. The original logo and identity development project grew into a more comprehensive environmental branding, literally from the ground up. We had the privilege of working with interior designer Helen Reed throughout the building demolition, construction and finishing phases.

The History

Casa Del Barco, the gringo translation of “The Boathouse,” is located in the historic Reynolds Metals Italianate building on the Canal. CDB features a unique waterfront location like its sister restaurants at Sunday Park and Rocketts Landing. Owner Kevin Healy was going for an authentic Mexican vibe that he couldn’t quite articulate, but he knew it when he saw it. We wanted the design to be an amalgamation of all things we considered to be authentic Mexican – both in cuisine and culture. The original opening date was slated for November 1, 2012, Dia de los Muertos, or day of the dead.

The Concept

We started concepting and created moodboards around the themes of family, food, tequila, honoring the dead, cigar boxes, sugar skulls and old world rustic textures and layers. We referred back to these initial boards as inspiration throughout the process as the branding and design grew. The logo was influenced by ornamental type, hand lettered and painted signage, and wrought-iron scrollwork and filigree. From there we created custom artwork and patterns that we used as layers in the different components – everything had a sepia, leathery, weathered kind of feel. Our identity was rough-hewn and subdued compared to the loud and colorful, stereotypical notion of Mexican. Avoiding these cliches was essential and we found ourselves teaching various members of the Casa Del Barco team what this other side of Mexico looks and feels like.

¡Viva RVA!

The series of sugar skulls we illustrated each came to represent a different personality. Our design team chose a direction and each member pursued their own interpretation of what their sugar skull would embody – the first was food with shellfish and seafood, bottles and a guitar; the second became the patron saint of tequila with agave and citrus and shot glasses; the third was our feminine depiction with peppers, flowers and ocean waves.

¡Viva RVA!

Maintaining a sense of relation to its sister restaurant, The Boathouse, was also a factor we considered throughout the branding and materials. While they are completely different restaurants with different offerings, we used elements from the established restaurant to influence the new. Our strategy took into account the possibility of future multiple locations of Casa Del Barco, or even a franchise.

¡Viva RVA!

We developed an entire retail arm of the brand, most of which to our great delight, we were able to produce. This portion of the design led to some of the restaurant supply (barware, coasters, menus and binders, check clipboard, to go bag and container labels) and influenced the staff uniforms. The t-shirts, flasks, iPhone cases, and temporary tattoos were an exercise in vendor sourcing and all exceeded our expectations. Everybody at The Flores Shop was part of constructing the brand and it was one of our most collaborative efforts to date – from designs to production methods and materials.

¡Viva RVA!

¡Viva RVA!

¡Viva RVA!

¡Viva RVA!

¡Viva RVA!

¡Viva RVA!

The interior furnishings and fixtures were functional components and another area where we wove subtle elements and textures into the mix. We wanted the new space to feel rustic and rough, recycled but also refined. Instead of putting up plain acoustic panels (in consideration of the loft dwellers above), we created graphics that were printed on the acoustic substrate, allowing the ceiling to fade and blend into the other architectural features of the restaurant. We carried these elements throughout the interior, exterior signage, website and collateral materials.

¡Viva RVA!

¡Viva RVA!

Our intent in every execution was to pay respect: to the history of the building, the origination of the menu, Mexico and also with a nod to Richmond, and the families – past and present – who are part of it all. We used photography of Chef Todd Richardson’s family in custom artwork and illustrations throughout the interiors. We narrated and interpreted a somewhat complex story of origination so all the elements work together, and the tequila label wall graphic in the back corner is probably the most visually comprehensive graphic synopsis of the story.

Casa Del Barco is an homage to the past, and the heritage of the building as well. Via the food, branding and environmental design, we nod to the history of Mexico and its cuisine, with a twist. Thus the tagline, Reinventing Tradition.

Chief Creative Fella: Kevin Flores

Friday, February 15th, 2013

The fearless leader of our branding and design firm was featured as one of the “Faces of Ashland” in the Herald-Progress! Check out the article here.

Chief Creative Fella: Kevin Flores

Rappahannock Electric Cooperative TV Campaign

Wednesday, February 29th, 2012

Last year Rappahannock Electric Cooperative (REC) acquired Alleghany Power and increased their service area by 13 counties. REC’s new customers were accustomed to a traditional power company, not a community-focused cooperative. REC wanted to help these new customers understand the benefits that a cooperative provides and also assure them that REC is invested in their community — because they are a part of their community. To communicate these brand messages, The Flores Shop produced two :30 TV spots that aired throughout the new coverage areas.

“One of You”
This spot was created to help establish REC as an integral part of the local community and separate it from other (non-co-op) electric companies as well as reduce the mystery of the new kid in town. “One of You” emphasizes that REC is thoroughly invested in their small town communities because the people who live there also work for REC.

“The Power to Help Our Community”
Many people who haven’t been a member of an electric cooperative don’t understand the difference that REC can make over a standard electric company. This educational spot helps to explain the member benefits that a co-op offers — differentiating it from a service-only organization.

Are you a member of a cooperative? Let us know what benefits you enjoy most!

Infographic design finds a place to call home in the Virginia Association of Realtors annual report

Thursday, February 16th, 2012

Infographic design finds a place to call home in the Virginia Association of Realtors annual report

This week The Flores Shop delivered the Virginia Association of Realtors® (VAR) annual report entitled Pieces of Home: 2011 Virginia Housing Report. While VAR has released quarterly home sales reports in the past, this is the first time the organization has developed a year-long recap of Virginia’s housing statistics.

Leading the design team was our Design Diva, Jordan Schmidt. With Jordan at the helm, monstrous Excel spreadsheets (jam-packed with raw data and numbers) turned in to artfully-crafted and visually-effective infographics that make PowerPoint charts look like a 1985 “mobile” phone!

With many comprehensive reports and articles, each layout was strategically designed to ensure the data remains easy to comprehend engages readers from cover to cover.

We truly enjoy working with a roster of clients in wide ranges of industries — not only because of the diverse brands we develop — but also because we have many opportunities to learn about all of these industries from the experts. Their knowledge  always makes us SO SMART! And the analysts at Virginia Association of Realtors were no exception.

Even if you’re not in real estate, the report is packed with articles written by some of the most esteemed experts in the industry. Their informative reviews of the past year and educated predictions on what 2012 will bring should be of interest to any home owner given what we’ve all experienced in recent years! It’s been a challenging couple of years, but VAR’s analysts say that things like low interest rates and affordable home prices could make this year’s progress more significant that last year’s.

As VAR’s website points out:
“That’s just the numbers. It’s easy to forget that there are people behind that data. There are families who can finally afford a dream home, who can move to a better school district, or can refinance to stay afloat.  There are people wondering when they’ll be able to sell their homes, and who have taken the leap into buying their first.

Take them into account as you read through this report:  Virginia’s homes and families, communities and jobs- the lives that are more than dots on a chart or entries in a table.  These are pictures of homes, struggles, and celebration and our springboard into 2012.”

The annual report was unveiled at VAR’s Legislative Advocacy Conference on Tuesday and has already received coverage from The Washington Post!

View the entire report and let us know what you think!

So, what’s the #bigidearva?

Monday, January 30th, 2012

The Flores Shop is honored to be a part of one of the biggest things that will hit RVA this year! The Community Idea Stations have recently announced The Big Idea Challenge — a community-involved fundraising event that will support public broadcast throughout the Richmond region!

The Big Idea Challenge is a five-week event that will allow members of our community to form teams (and challenge other teams) in a series of puzzles and brain teasers for the chance to become the Big Idea Challenge Champs—all while supporting a very important cause!

Our design team was honored to be asked to develop the event logo and t-shirts. And we’re currently in the midst of producing a promotional video that will hit the interwebs in early March!

So, whats the #bigidearva?So, whats the #bigidearva?

So check out the deets on the event, get a team together and start trash-talking your competitors in the name of public broadcast!