Dee Dee DiFazio



branding, identity, promotional, editorial

The goal of this project was to create an integrated system for a restaurant inspired by a vendor at the local farmers’ market. The system needed to include a menu, promotional materials, and a periodical-style cookbook.

RADCIAL is a fresh take on the farm-to-table concept and provides the perfect balance between upscale café and fast-casual lunch spot. It was created to raise awareness of the sustainable farming method used at Better Fresh Farms. All of their produce is non-GMO and grown hydroponically inside recycled shipping containers.

RADICAL caters to anyone looking for a healthy lunch in a unique, contemporary, and friendly environment. The menu includes smaller items like salads, tartines, and flatbread pizzas, as well as a curated selection of specialty beverages. The owners’ commitment to promoting sustainable agriculture and supporting local farms dictated that the menu include ethically-sourced local meat, poultry, and seafood.

The final system is bold, contemporary, and inspired by the farm itself. The logo reflects the shape of the shipping container while the colors are inspired by the red and blue LEDs used to simulate sunlight inside the farm.