Posts tagged Clover guide

From the archives

Clover from a dream

8 October, 2008: This might sound funny, but this logo is from a dream. Don’t worry, we’re not going to use it. But I thought the story was funny enough to share: I guess I’ve been a bit anxious about logos. So last night I was dreaming that I was at this place where they had an old Clover coffee… Read More

From the archives

Berkshire Lumber

2 October, 2008: It’s no secret that my counter tops take their inspiration from Northampton Coffee. I love that place, and in part the level of care and energy that went into creating an environment that reflects the spirit of the place. Example: no art on the walls because the coffee is meant to be the art. Researching their counters… Read More

From the archives

MIT alum returns to campus to run food truck

30 September, 2008: Clementine and Ayr with new Clover truck Hi all. We’re nearing opening day (13 October), and I thought I’d take a second to introduce myself. I’m going to be serving you amazing food out of this new truck that’s going to be parked at MIT. These pages are packed with information about the journey from idea to… Read More

From the archives

New banner for blog

2 September, 2008: So this is still a stand-in for the real logo for the food lab, but I’m sort of digging the lettering on the truck. John Hong (SSD) was commenting on how it’s sort of a neat effect, and I think I’m liking it too. Possible direction for the type for the food lab? I like that it… Read More

From the archives

For the side of the truck?

29 August, 2008: What do you think of this for the side of the truck? Comments welcome. Here’s an older one. This image dates to the day after I first thought of the food lab idea: Read More

From the archives

CLOVERFOODLAB CAMBRIDGE, MA

29 August, 2008: I couldn’t pass inspection without the name of the business, city, and phone number on both sides of the truck. This lettering has to be 2″ tall. Since the entire truck is going to get torn apart and re-built in a few days, I kept this simple. These letters were $2.48 for a package from Dickson Brothers.… Read More

From the archives

The truck

20 August, 2008: Clementine and Ayr with new Clover truck After a ton of research, having visited two dozen different trucks for sale, and heavy negotiations, we have our truck. We bought the truck in Hartford, CT from CanAm, a used truck dealer. It belonged to a fleet of trucks leased out of PA (where most of the trucks are… Read More

From the archives

Thoughts from Erik

5 August, 2008: Here’s an excerpt from a recent back and forth with Erik Joule (Erik, hope you don’t mind me posting this). Iteration on the “manifesto.” Clover needs to focus on building a relationship with its audience through its product, its spaces and the way it communicates. Capitalize on the emotional connection from the brand to its audience: Accessibility… Read More

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