Truss & Gable is a modern American locally based concept. The name is a play on words utilizing two terms that relate to the building of a roof. The NYC market is filled with rooftop concepts that utilize words – terrace, rise, rooftop – to emphasize the location of the operation within the branding. Utilizing that idea as the basis for the naming of this concept allows for not only a creative explanation to the guests but for replication in other markets regardless of the location.
We were hired to create an original concept for the re-development of the food and beverage spaces within an existing hotel located in Midtown NYC. AllDay created this original concept in-house and developed the brand. We created both the brand story and brand identity for the concept. We designed the branding and logo as well as the mocking up of branded collateral. We designed this concept to serve as a destination that will attract customers in a saturated Manhattan neighborhood. We developed an aesthetic plan and design direction. We designed this concept to be open all day and created directional menus for multiple day parts as well as a direction for the cocktail program.
Truss & Gable is a modern American locally based concept. The food and beverage program at Truss & Gable is modern American farm-to-table and is perfectly suited for menus that satisfy all meal periods. The menus are designed to offer dishes that customers are familiar with yet elevating them to a level that will attract customers that extend outside of the captive audience of a hotel. The aesthetics of the concept are designed to evoke a sense of nature and serenity. Utilizing wood in various textures as a basis for the visual interest of the space will create the natural atmosphere that will reinforce the seasonality of the menu and the connection to the meal and environment in which it is consumed.