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
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
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
14 September, 2013: I was invited back to the McKinsey Boston Office, where I used to work, to talk about Clover. I don't think I'd been in that office since I left. And given that McKinsey Boston is moving to new digs in a few months, I'm lucky I had a chance to go back. And of course, the best… Read More
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
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
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
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