Greenfield first came to NELSON seeking to apply minor changes and finish updates for an existing deli space called D. Brian’s located on the skyway level of Canadian Pacific Plaza. As the building Architect of Record representative for NELSON, I was introduced to the owners as the lead designer and we began the conversation. During the design process, it quickly became apparent to the client, with some prodding from me, that a brand and design refresh were needed to better reflect the authenticity of the restaurant’s healthy food and impeccable service. I suggested that we create a simpler, more classic environment, that allowed the food to be the focus of the restaurant. The client took it a step further, being inspired by some of the new salad brands they he had heard about on the coasts, so they took a trip to research them. Upon their return they declared that we were going to create a new salad brand in the Minneapolis market and replace D Brian’s in this location. From this, the concept of Greenfield Natural Kitchen was born.
It was a pleasant challenge that the overall concept was changed mid-project, but according to the client, we still had to adhere to the original deadline. Once the client understood the complexity and importance of the task and being unable to move as fast as the design and branding teams, they adjusted the delivery date accordingly. As Greenfield’s brand shifted, the client presented numerous changes and challenges that I helped them navigate to meet the new goals we set out. One of these issues was their ability to see this as a new restaurant that needed to work differently. I was recommending a layout and que direction different than the D Brian’s model had used because the process was different now. Eventually, we came to a compromise that everyone felt good about and it has proven successful.
Since the completion of the project, Greenfield Natural Kitchen has become an all-natural hot spot that serves only healthy food and drink options and uses only recyclable or composable packaging and utensils. The design is classic and sophisticated, yet simple enough to let the food be the focus. The result is an aesthetically pleasing restaurant with better functionality that represents the franchise’s brand and vision. Promoting the motto of, “Good. By Nature,” Greenfield Natural Kitchen takes pride in its focus of honest sourcing, incredible quality, and pronounceable ingredients. Greenfield aims to deliver food that is always good, fresh, and real to its loyal customers.
