Richmond Restaurant Week: A Rebrand with A Cause
design & dinner to support hunger relief
Since 2001, Richmond Restaurant Week has been celebrating the city’s diverse food scene while helping give back to the community. As the beloved bi-annual event prepared to enter its 18th year, founder Aline Reitzer wanted to refresh the brand experience to better showcase the story and the incredible impact of their beneficiary, Feed More.
The first restaurant week of its kind, Richmond Restaurant Week donates a portion of every meal purchased to Feed More - a Richmond-based nonprofit that collects, prepares and distributes food to our neighbors in need.
Giving back to the community’s most vulnerable populations was Aline’s biggest inspiration behind founding Richmond’s Restaurant Week.
Aline Reitzer, who owns and operates Acacia Mid-Town, was seeking a way to combine her desire to support individuals experiencing a hunger crisis with her passion for Richmond’s locally owned restaurant industry. The concept for Richmond’s Richmond Week was born.
Throughout the website and print collateral, Richmond Restaurant Week shares the story of their beneficiary Feed More and impact each diner’s dollars will make on our community.
The new brand identity for Richmond Restaurant Week is inspired by the James River and the iconic Manchester Bridge. The bridge icon also mimics the silhouette of a table, adding a subtle nod to the dining experience.
The color palette is playful yet sophisticated, with bold pops of peach and salmon that are complimented by a classic navy and robins egg blue. The new logo was also designed to pair well with Feed More’s new identity since the two brands will be cross promoted.