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

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

Organization

12 November, 2008: One of the things we’re not quite on top of yet is the sourcing/ organization. It’s tough, the quantities are a moving target, and we’re making daily changes to the menu. All this means that each day we take stock of what we have, what we need, and figure out how to get from where we are… 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