Project Story
2015
Preparing a Restaurant Start-Up for Liftoff
Promoting the level of craft that Brightwok and gravitytank bring to their respective industries
Client:
Brightwok Kitchen
Audience × Intent
Our audience was potential Brightwok customers that want to learn more about the food and experience as well as potential gravitytank clients that want to learn about their offerings and/or process. Our intent was to promote the level of craft and consideration that Brightwok and gravitytank bring to their respective industries.
About the Project
Brightwok Kitchen is a fast-casual restaurant startup based in Chicago. Leading up to the launch of their initial location in 2015, they enlisted gravitytank for some help with their menu and ordering experience.
What followed was a two-week design sprint where we worked closely with founder and CEO, Jeremy Klaben, and head chef, Kolter Livengood, to develop new menu and ordering concepts and prototype them with a mock kitchen we created on site.
Because it was a great opportunity to demonstrate the process and experience of collaborating with the Food Experience Design (FxD) team at gravitytank, we decided to document the project and put a video together to capture it. Jeremy and Kolter are both incredibly passionate and talented, as were the FxD team so the piece essentially wrote itself.
Result
The video element of the project came together really quickly (around 3 weeks to storyboard, shoot, cut and composite) but it was a great collaboration overall. Brightwok came away with a new menu, ordering experience, and a video to share and whet the appetites of potential customers ahead of their launch. Gravitytank left with another win for their FxD team along with content that documented their approach to innovation (food or otherwise) in a relatable way and could even be shared publicly to market themselves.
Details
Timeline 3 weeks (2 wks preproduction and interviews, 1 wk postproduction)
Resources stakeholder interviews, user interviews, original footage, stock music
Credits
Brightwok Kitchen (Jeremy, Kolter) Interviews
gravitytank FxD Team Interviews, Concept Development, Prototypes
Lucas Daniel Creative Direction
Chuck Smith Direction, Production, Postproduction
