All of the above are achieved with the identity package we created for the new and inspired food service that recently opened in the Grand Hyatt New York.
Simply called MARKET this new venue is located in the lobby of the hotel on East 42ndStreet. Hotel guests can grab pastries, beverages, salads and hot meals to take to their rooms or to a meeting.
But the venue is also available to commuters and local clientele and so our challenge was to capture their attention as they whisked by in search of lunch or a travel snack.
Bold, elementary and classic was our solution. The lowercase ‘m’ in black is surrounded in a cleansing sea of white – the contrast and the repeat pattern easily distinguishable on the bustling streets of New York City.
The abbreviation, very modern, a short-hand style of communication, its pronunciation creates the sound of enjoyment. Mmmm. The identity design literally reverberates with a good vibe – the way we believe Hyatt guests will feel when they discover and then sample this inventive delivery concept that is destined to replace room service. And since everyone has different tastes, we expressed the ‘m’ with a variety of fonts.
The contrast of black & white was just the beginning. The mix of colors might also be thought of as an expression of the two sides of New York so loved by residents and visitors – the busy days and the bright-light neon nights.
Night Life is expressed using a color palette of lime, yellow, frosting blue and day glow orange. These highlights are used as patterns on wrapping paper and cold cups, coffee cup sleeves and soup cups. DAYTIME is midnight and eggplant, subtle shades of the ever fashionable staple black, with the pop of the seasons — pumpkin, spice, vegetable, ochre.
Regina Rubino
