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

You’ve been eating organic…

3 December, 2018: I’m going to be writing a lot about wheat over the coming weeks. To kick that off I want to let you know that all of the pita at Clover is being made with organic wheat and has been for the past few weeks. I learned a few months ago that conventional wheat is loaded with glyphosate… 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

CloverWTR launches

29 April, 2014: Yesterday I joined Julian and James to launch the newest addition to the Clover fleet at the Arsenal Mall. We’re going to call this one CloverWTR (Twitter, etc.). These were our first customers. And by the smiles on their faces you’d have no idea I made them wait around for 20 minutes before they could order. We… 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

From the archives

Puddle of sunlight

2 August, 2008: (painting is by Vilhelm Hammershoi, a danish painter from the early 1900s) So this is where the visual identity for Clover begins: a puddle of sunlight. A place you want to move towards/ sit under. When people think of it they want to take a deep breath through their nose, the creases around their eyes relax a… Read More

From the archives

Visual identity introduction

1 August, 2008: This tag (visual identity) is dedicated to the evolution of Clover’s visual identity. We could call this “brand,” but I really think it’s more accurately about the visual manifestation of the brand. If we’re¬†successful, the clover brand will be defined by the product, personal interactions with staff, and a philosophy as much as by the concrete visual… Read More