Refreshing Dining: Something to Chew On
The ancient Egyptians did it. As did the ancient Chinese. And on and on throughout history, including our good-old USA cowboys. Branding. According to Wikipedia, proto-branding goes back as the cylinder seals of Ur (of yore) in Mesopotamia around 3,000 BCE. It implied ownership, then moved on to serve as a guide to quality. In the 1950s and ‘60s, marketing gurus adopted the term for developing designs, symbols or other features “to create a lasting impression in the minds of customers” about a product—and that, in turn, expanded to services and whole experiences.
Whether we recognize it or not, here at Kendal, we have branding. “Formal Dining Room.” “Bistro.” “Gathering Room.” “Fitness Center.” “Robert Fulton” “On the Hudson.” “Sunnyside.” The result of deep marketing consideration and study? Perhaps. Founding members putting their heads together? Perhaps. One way or the other, the hope was to convey something about the community, the service, the space.
Enter Refresh—and we’re getting serious about branding. First stop: Dining. About five months ago, a team was developed to “rebrand” Kendal’s dining. It was made up of members of the Administration—especially the dining professionals—and Kendal residents. They were: Jean Eccleston, Fred Coppola, Eddie Dias, Hildegarde Gray, and Bobbie Roggemann. Their mission was to find new names for four dining venues: a casually elegant dining room, a more-casual eatery, a gathering space that will have tea and coffee all day and, wine and beer in the evening , and a “mini-mart” for grab-and-go.
Working with the design firm Scopos, the process was involved, including, in order:
Brainstorming and Research
Development of a Creative “Brief” (containing an outline of the creative projects’ strategy)
Development of Names with “Brand Stories” (a narrative that gets across the project’s history, mission, purpose, and core values)
Development of Logos for each new venue.
The team’s first consideration:
Scopos worked closely with the architects to understand the design of the new spaces. They learned about Sleepy Hollow, Westchester County, and the Hudson River and embraced the idea of using the river to create the branding.
And from all that, four logos were developed:
Fine Dining
Avella represents an upscale fine-dining experience inspired by the natural aesthetic and connection to nature. This is a sophisticated and friendly atmosphere featuring consistently delicious and imaginative chef-centric dishes. Enjoy an intimate, memorable experience of community with friends and family.
Casual Dining
Riverbend is a special guest-focused experience that feels relaxed and comfortable, like home. Enjoy an upscale casual meal in a bright, lively and warm atmosphere, with a neutral & calming palette and modern design that bring the outside in with natural materials and finishes that frame the beautiful views of the Hudson river from the many windows.
Gathering Place: Cascades
Cascades is a hub of social activity that encourages residents to come out and mingle. It’s “always open” for coffee or tea, a quiet chance meet up-with a neighbor or a lively organized gathering like a wine and cheese reception or Monday night football get-together. Enjoy some quiet time with a book, coffee, and engaging conversation with a friend, or attend an eagerly anticipated community event. The welcoming, come-as-you-are vibe and we-are-family spirit are palpable.
Mini-mart: The Inlet
This convenient and welcoming shop is located near the Riverbend and Cascades, making it an easy stop on your way home for all those little necessities. The Inlet is more than just a market. It brings a sense of connection, offering the community the convenience and freedom to shop on their own time, making everyday life a little easier and more enjoyable.
Next stop: Scoops will work with the architects and Kendal’s resident/ administration project team to finalize the colors of the logos for all four venues.
Stay tuned.