Over 65% of Tulane students are female, and the majority are from the West Coast. This demographic is often more health- and brand-conscious than other student groups. Building brand equity distinct from traditional "cafeteria food" combats dining fatigue in this demographic.
A custom-illustrated organic typeface with growing leaves and flourishes conveys the healthy options offered at the resident dining hall, inspired by the tree house-like architectural concept of the building. Increased positive brand perception by 20% among students.
Brand architecture, design, art direction, concept development, and vendor relations.