The Challenge
In Washington, DC, where the dining scene is both dynamic and highly competitive, a European hospitality group sought to introduce a new concept: a European-style food court that combined gourmet offerings with an incubator model for emerging culinary talent. The space would need to serve multiple purposes—not only providing high-level, diverse dining options but also offering flexible service models ranging from full table service to an efficient, tech-enabled setup for delivery and pick-up. The group turned to Studio Grafo to create an authentic and memorable brand identity that would resonate with DC’s food-loving audience while capturing the spirit of European culinary culture.
The Solution
Studio Grafo embarked on a creative journey, exploring four distinct European culinary cultures—Lisbon, Copenhagen, Bologna, and Berlin—to find the perfect inspiration for the brand’s identity. Each concept was designed to capture the essence of its respective city, but ultimately, the Lisbon-inspired approach emerged as the standout vision. We crafted the brand around the idea of Feria—a place that brings people together over delicious food, lively conversation, and a shared experience.
Our brand vision for Feria drew from the vibrant, communal atmosphere of Europe’s bustling marketplaces and rustic, tile-covered alleys. The concept was brought to life through visuals and messaging that emphasized the sights, smells, and flavors of Mediterranean markets. The result was a brand identity that not only encapsulated the joy of shared dining but also transported guests to the heart of European food culture—all within the heart of Washington, DC.
