Turning a Pop-up Location into a Brand Installation
Challenge
Philadelphia has hosted 43.3 million tourists and visitors in 2017 who spent$1.9 billion dollars on food & beverage, according to Visit Philadelphia’s 2018 Annual Report. Spruce Street Harbor Park is a world-class waterfront destination attracting a huge portion of these travelers.
When news broke that HipCityVeg was opening at Spruce Street Harbor Park, a summertime staple saturated with typical boardwalk food, locals were stoked.
For HipCityVeg, the opportunity to create a pop-up at SSHP was aligned with their mission to provide can’t-believe-it’s-vegan food to the masses.
It was crucial to maintain the integrity of the cult-favorite brand and create a high ROI while designing this low investment pop-up version. Stripped down in a shipping container, with vast foot traffic for first-time customers, like suburbanites and tourists, we had to ensure this brand extension captured this new audience while feeling familiar to loyal customers.
Story
Cohere has had the honor of growing Nicole Marquis’ concept into 4 fast-casual locations and growing. Anchored by the urban aspects and “city” pillar of the brand, HipCityVeg carries a crispy look that’s current but still rooted in the community.
This Spruce Street Harbor location provided the opportunity to articulate the brand in a different manner and maximize the small space of a 20’ x 40’ corrugated metal box.
Solve
Local artist collaborations and user-experience focused branding brought this shipping container to life.
All new HipCityVeg locations that we’ve supported include a mural moment that engages a local artist, and the playful, bright style of Philadelphia-based artist Lauren Cat West was the perfect fit.
We brought her artwork into the digital space by incorporating it into marketing materials, resulting in a cohesive campaign that connects to the space itself.
The outcome of this collaboration is the most eye-catching food vendor in the park, drawing in passersby and loyal fans alike.
We applied the duotone teal of the brand to indicate to the user the pickup and order sections, ensuring a quality experience onsite.
