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From the archives

MORE OF LESS OF

5 August, 2008: This is the second part of the homework assignment Brian gave me. Here are a bunch of magazine ads. I’ve grouped them in two categories: “More of” – the ads that have something to contribute to the process of developing the Clover identity “Less of” – ads with elements we must avoid Read More

From the archives

Homework

5 August, 2008: Brian Collins gave me some homework: Write a couple of paragraphs that describe why Clover needs to exist Clip dozens of magazines and make 2 piles: (a) More of (b) Less of Here’s part one of that homework, the manifesto. It’s funny, I’m reading it now (having written it a month ago) and have a ton of… Read More

From the archives

Environmental influences

5 August, 2008: Moving away from graphic references to designing the space, here are some thoughts I’ve had about the feelings I’m looking to evoke. I’m really excited about the truck design, because I think a ton of this will come through thanks to John and Jinhee and everyone else helping make it happen. You should expect to see more… Read More

From the archives

Type

5 August, 2008: This is the area I’m weakest on right now. Thankfully I have some great typographers helping me through this process. Check out Hester’s all-type video on youtube: Read More

From the archives

Texture

5 August, 2008: My ideas for texture flow from the aspirations for the brand. Like nature, textures found in Clover should reveal a history. Note the process marks on the potato print. You can see where the ink lay down in the printing process. Note the patterns of the Clover flower and leaves. They are ordered, but not perfectly ordered.… Read More

From the archives

Color palettes

5 August, 2008: I don’t know which if any of these we’ll end up using, but these are my first take at defining Clover’s colors. I spent too much time looking through aisles of stores, looking through magazines, etc. before I realized that the proper place for Clover’s inspiration to come from is nature. And there are some fantastic references… Read More

From the archives

Clover sound lab

5 August, 2008: During one of my early conversations with Erik Joule he asked: “what will Clover sound like?” I thought it was a great question and spent a bunch of time thinking it through. For a while I was thinking country/bluegrass-influenced contemporary music (I was liking some country and the latest Black Keys album at the time). And while… Read More

From the archives

Aspirations and fears for the Clover Brand

5 August, 2008: I scribbled down my goals for the brand a few months ago. Here they are: Long-term aspiration: Clover comes to define a lifestyle centered around a new cuisine and positive conscientious relationship to food Make Clover first place that comes to mind when people think of light/healthy/conscientious/organic food Allow consideration more broadly (e.g., squeeze into their minds… Read More

From the archives

Why the name “Clover”?

3 August, 2008: Alex Kazaks gets credit for the name. Asa (my sister) made a puppet for Clementine, a horse, and had named the puppet Clover. Alex said, hey, how about that for a name for the restaurant. We all liked it, I tested it, and here we are. Why did we like it? Here are my top reasons: Speaks… Read More