Real Food Daily (a.k.a. RFD)
We've had many excellent experiences with 99designs and are excited for another successful design competition!
Our client is the founder and owner of Los Angeles’s premiere organic vegan restaurant, Real Food Daily, and has authored 2 cookbooks. RFD has a loyal following of not just vegan & vegetarian diners and health-conscious celebrities, but also “main-stream” eaters and trendsetting young hipsters. There is always a buzz about the famous people eating there. Ann, the founder, does television appearances and had her own TV show. RFD is ‘very west coast’ and also has a national reputation.
RFD's personality & culture
personal, clean, soft, sensual, urban, sexy, fun, rustic, wholesome, dynamic.
** Please look at the attached photos of the food (food.zip); there's nothing bland about it. **
The clientele is 60% women / 40% men, average age 35. They are healthy, trendy, environmentally focused, but they're also sexy, busy and wealthy. The founder is equal parts glamorous, fun and approachable and so is the feel inside the restaurant.
As stated earlier, RFD has a loyal following of not just vegan & vegetarian diners and health-conscious celebrities, but also “main-stream” eaters and trendsetting young hipsters. We want this website to resonate with our existing audience.
The new site will simply elevate RFD's web presence to match that of the restaurants themselves (see exteriors.zip), the food (see food.zip) and Ann's two books (Please see the amazon links for jacket covers and "Look Inside" to see sample pages):
This will be a WordPress site and please see RFD_page_contents.pdf for the templates we'd like laid out.
In terms of visuals, we would like to use the beautiful food photography (there are a lot included here) in a big, bold way. We'd like a light color scheme, possibly with some earthy texture.
Examples of sites we like:
http://mariecatribs.com/restaurant/ - great layout, home slider, fonts, store, menu pages. For ours, it would need to be a little less silly and a bit more glamorous.
http://www.culinariafoodandwine.com/ - nice logo treatment and elegance. RFD's would need to have more components on the home page (draw attention to the online ordering, menu, social media, etc.), but we love this for their use of food photography as the main design element
http://www.brooklynfare.com/ - nice use of page real estate. We like the 4 pictures on the home page and this strikes a balance between approachable and sexy. It is modern and clean, yet has lots of personality.
http://www.101cookbooks.com/ - rustic, wholesome, beautiful, lovingly created, white background
http://www.candlecafe.com/ - like daily specials chalkboard and mix of photos.
Fonts we've used and like:
Neutra, Mr. Eaves, Priori Sans and Tarzana; Mrs. Eaves, Priori Serif and Filosofia
though please find equivalent on dafont.com for cufon.