Crowder is a space where the community in Knoxville, TN, thrives, centered around good food and even better friends. By combining the experience of traditional Korean BBQ and Lebanese cuisine with the southern culture of Knoxville, food is no longer the focus of the meal but shifts to the people sharing it with you. Crowder offers a limited, quick-service style menu that shifts with the needs of the time of day.  During lunchtime, the restaurant focuses on casual dining, flowing with the rhythm of meetings and quick get-togethers over lunch or coffee.  After dark, one is encouraged to sit and stay awhile, playing games, laughing loudly, and building connections.  

The purpose of Crowder is to cohesively fuse the experience and cuisines of Korean BBQ and Lebanon with the southern, industrial spirit of Knoxville, TN.  By grounding every aspect and choice in the experience and culture of sharing a meal, Crowder becomes more than just a restaurant and shifts to being a catalyst for community.  Moving further than just being a fusion of cuisines,  Crowder becomes something wholly Knoxville, bold, eccentric, and oh-so-inviting. Due to its location, its target audience is Young Working Professionals in Knoxville. The name “Crowder” is taken from the owner’s last name.  In addition to this connection, it alludes to the social atmosphere of the restaurant. 

The solution is a brand identity that prioritizes the bold and industrial area of Knoxville.  Looking back at the past, the treatment of the wordmarks and typography reflects the 1890’s era of the building. The selective color palette practically complements the building, but visually brings energy and focus to the environment.  Included in the system is a collection of tiles inspired by traditional Lebanese tilework and Korean patterning. All together, Crowder flips fusion cuisine on its head by providing good food with a space for even better company.