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Drive Creative Studio brings wholesome food concept to the hospital environment

Creative agency, Drive Creative Studio, is behind the fresh-looking visual identity for Goodness at Greens, an exciting new dining experience launched at Derriford Hospital in Plymouth, South West England last month.

Located on Level 7 of the hospital, and open seven days a week from 7am to 7pm, the wholesome eatery provides balanced and varied food choices, largely sourced from local suppliers across the South West region. 

Drive developed a brand strategy around ‘honest food’, the common thread tying the offer together. The team created the name ‘Goodness at Greens’, as well as the logo and core visual identity. Typography was inspired by independent restaurants and farmers’ market stalls with a warm, rustic and hand-made feel, while the vibrant colours were inspired by fresh, healthy foods. Accessorising the environment with quirky artwork, decorative tiles and striking accent colours brought the brand to life.

After establishing these core elements, the new brand was rolled out across every restaurant touchpoint – including signage, menu boards, point-of-sale and staff uniforms, as well as a portfolio of creative wall art and a regional provenance map.

Jon Price, Creative Director, at Drive Creative Studio, comments, “We were excited by the opportunity to create and apply a warm and personable brand to a typically sterile environment that would affect many people – hard-working hospital staff, visitors and patients – both at the launch location, and potentially across the whole country. Creating a positive impact with design is always a rewarding prospect. The project also presented the opportunity to explore a wide range of brand applications – and in a short timescale, which is always an exciting design challenge.”

Drive also designed the exterior advertisements to entice people to the restaurant with a taster of its concept. All these materials were designed with the varied hospital audience in mind, appealing to hospital staff, visitors and patients alike.