VOL. 1
EMBARK
2015
NICE TO MEET YOU!
TA B L E
OF
CONTENTS
2
T O P O F M I N D
BEGIN,
B E B O L D,
A ND V E N T U R E T O
B E W I S E . - Horace
- INVOKING THE MUSE / 04 - IN CONVERSATION WITH C ARL A HALL / 06 -
IN THE FIELD
- I N S I D E R ’ S G U I D E T O N O L I TA / 1 0 - ON THE MAP / 14 -
ON THE HORIZON
- AN EYE ON F&B TRENDS / 18 -
BB 360
- DESIGN STORY / 24 -
THE BB BEVVIE
- SIP OF THE MOMENT / 29 -
Hello! We’re Brand Bureau—BB to our friends. And it’s a real
pleasure to finally meet you.
We’ve been developing in-house at AvroKO, building a strategy &
design practice to innovate hospitality on a larger scale. We want to
help global brands create intimate experiences, and develop boutique
brands for higher impact—all within the space we know and love best.
To that end, what you’re holding is the inaugural issue of the BB
Zine. Inside we share some insights on our process along with a few
hospitality trends we’re seeing, like fast-fine mashups, how to make
your own hot honey, and did you know mezcal is the new whiskey?
Now you do. In the future we hope to bring you more trends, more
design inspiration, and more stories to help you tell yours best.
Looking forward to the beginning of a beautiful friendship,
1
TOP OF MIND 01
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Before any great concept, comes a great idea.
Inspiration is the stuff that moves you, the
thing you feel in your gut, that one combustible
element that changes everything. And we f ind
inspiration everywhere...
P EI W EI
CA R L A H A LL
ST ELLA ARTOIS
C R AV E
TOMMIE
CA R N I VA L C R U I S E S
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5
T ED ’ S
N O B LE T R EE
LY D EN
INVOKING THE MUSE
The BB process always begins with a question: what’s the wild
card? We look everywhere to find what’s new, what’s different, so
we can bring freshness to everything we do. Here’s a handful of the
muses that have inspired our latest projects.
B U R G ER K I N G
K I EH L’ S
G O O G LE
C A R L A H A L L’S
MUSE Q+A
S OUT HE RN KITC HE N
IN CONVERSATION WITH
C o m i n g S o o n t o N EW YO R K C I T Y
CARL A HALL
Sometimes it’s hard to tell the inspired from the inspiration itself.
At least, that’s how we felt teaming up with Carla Hall on her new
hot chicken dining concept. We sat down with the lady herself to chat
about her experience with the brand development process.
6
W H AT H AV E B E E N YO U R
W H O O R W H AT H A S B E E N YO U R
B I G G E S T “M U S E ” G O I N G I N T O T H I S
PROJEC T ?
BUILDING? ”
CH Definitely my grandmothers,
CH Sharing my ideas, then seeing
them after they’d been processed
by the creative minds; getting the
email saying “we have something to
show you.”
Freddie Mae and Thelma. They were
both huge food inspirations in my life, so
I wanted to bring the love and comfort
that they gave me growing up to the
folks who visit my restaurant.

T O P C H E F FA N FA V O R I T E ,
E M M Y W I N N E R , T V H O S T,
S TA R C A T E R E R , S O O N T O - B E H OT C H I C K E N
ideas. Also, sorting what was a
“great idea” from what was best idea
for my brand.
CH Working with a group of people
R E S TA U R A T E U R
IN
PROGRESS
CH I think editing all the great
BRAND A REALIT Y?
who could take what was in my head &
my heart, & put it into design language.
When I first saw the design boards,
the color combinations & patterns that
I was drawn to surprised me so much
that I couldn’t stop laughing. It was as if
someone was revealing this secret side of
me to myself.
AFTER GOING THROUGH
T H E P R O C E S S , D O YO U H AV E
ENTREPRENEURS?
C H A L L E N G I N G PA R T S ?
R E A L S T E P T O WA R D S M A K I N G YO U R
researching Nashville-the old
& the new, the musicality & the
food, the sayings & the culture-&
putting texture onto it, to create
something unique yet familiar.
A N Y A DV I C E T O A S P I R I N G
W H AT A B O U T T H E M O S T
W H AT D O YO U C O N S I D E R YO U R F I R S T
7
CH By BB listening to my stories,
FAVO R I T E PA R T S O F “ B R A N D
W E K N O W T H AT I M B U I N G YO U R
B R A N D W I T H “A TA S T E O F
NASHVILLE” HAS BEEN A MA JOR
P R I O R I T Y. H O W D O YO U F E E L
CH This process is about
understanding who you are & what
you want to say. The key to getting
to the best of what BB has to
offer is a willingness to be honest,
authentic & open, a willingness
to go places you never thought
you’d go.
T H AT ’ S B E E N AC CO M P L I S H E D?
F R O M T H E PA S T E B O A R D
FINAL
LOGO
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Experience is the nexus of creative thought. That’s why
we like to immerse ourselves in different environments
and soak it all in. Here’s where we get our hands dirty,
observing, measuring, and experimenting.
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IN THE FIELD 02
9
INSIDER’S GUIDE TO:
THE NITTY ON
W E A S K E D O U R TA P P E D-I N
T E A M M E M B E R S T O TA L K A B O U T
S O M E O F T H E I R F AV O R I T E
NEIGHBORHOOD HAUNTS.
N O L I TA
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11
Hidden Mexican joint with
unusual cocktails and sexycasual vibe. “An unmarked
stairway, and the only place
in NYC that has homemade
Pulque-a drink made from
fermented agave.”
Luxurious, heritagedriven artisan shop and art
gallery. “I love that every
single piece has a deep and
meaningful story. Perfect
for browsing - and the staff
is also great at providing
insight.”
Why? Heeding flavors from
all over the world is a way to
bring innovation into your
programs.
Why? Keeping a finger on
the pulse of new-guard
global artisanship.
MARIEL NARDI
—
Pulqueria
11 D o y e r s S t r e e t
An authentic taste of
Chinese culture. “This
place is always packed and
a perfect one stop shop for a
hot pot house party”
Why? A sense of adventure.
Immersing yourself in a
space where you don’t speak
the language is something
we recommend.
Y UKI KUWANA
—
N e w Yo r k M a r t
128 M o t t S t r e e t
R A M MY PA R K
—
TOP
PICK
Atelier Courbet
175 M o t t S t r e e t
Eight bar stools and a stage.
“Teeny-tiny but totally
unpretentious fun. Great for
happy hour, and with a group
of friends it feels like a private
room. Also doubles as an art
gallery.”
Why? Mixed-use equals
fun. The best concepts serve
multiple needs and wants,
seamlessly.
KENDALL LOWE
—
Baby Grand
161 L a f a y e t t e S t r e e t
INSIDER’S GUIDE TO:
THE NITTY ON
N O L I TA
“W O R K I N G I N N O L I TA F E E L S
L I K E B E I N G AT T H E C E N T E R O F
C U LT U R E , W H E R E T H E D I V E R S E
P E R S O N A L I T I E S O F C H I N ATO W N,
S O H O A N D L I T T L E I T A LY
I N T E R W E AV E . ”
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Coffee plus designer
clothing makes perfection.
“Most of the brands are
local and they even have
their own line. They often
host parties and events in
the evenings.”
Why? The importance of
staying relevant to your
community, while doing
exactly what you want.
Cozy, French-American
Cafe. “What I like most is
it feels a little escapist. A
little cafe run by a Michelin
star chef ? Perfect. One of
the few places where you
can sit down for a quick but
relaxed lunch.”
Why? Quality and
consistent execution, even
in a fast setting.
LEMOR MOSES
—
RACHAEL JENNINGS
—
A m e r i c a n Tw o S h o t
Maman
High quality, housemade
yogurt and preserves.
“They’ve got unusual
homemade toppings, like rose
and carrot. Perfect spot for
working laptop warriors.”
Like going to a day spa for Art
Directors. “Highly curated
& cozy shop, plus inspiration
spot. I love the tactile
experience of actually getting
to hold printed things rather
than see them on a screen.
Offers a nice break from the
chaos.”
135 G r a n d S t r e e t
Why? Nowadays, co-working
happens everywhere and
anywhere. Creating a place
for it keeps you in the
millennial game.
23 9 C e n t r e S t r e e t
Why? Finding respite in
handmade beauty.
ERICA FRAM
—
T R AV I S S C H N U P P
—
Greecologies
McNa l ly Jackson Goods for
Study
379 Bro om e S t r e e t
23 9 M u l b e r r y S t r e e t
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ON THE MAP
Though our home base is New York City, we work hand-in-hand with
AvroKO’s San Francisco and Bangkok off ices on projects around the globe.
Our adventurous team members are always on the move, trying to see and do
as much as they can because we know that experience is knowledge. Here’s a
snapshot of where we’ve been, where we’re building, and where we’ ll be.
Brand building is about more than just thinking
outside the box: it’s about informed hypotheses
based on research and close observation. And,
sometimes it feels a bit like seeing into the
future. Equal parts art and science.
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ON THE HORIZON 03
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AN EYE ON F&B TRENDS:
C R E AT I V E
P R E S E N TAT I O N
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F RO M O U R R E S I D E N T E X P E RT :
C O C K TA I L S P E C I A L I S T E B E N F R E E M A N
6
With a growing overflow of offerings in the food service industry
today, a new consumer has begun to emerge. This diner has refined
their taste buds and expectations to greater heights than ever
before. More than anything, they want to discover new things and
to be surprised. To lure them in, one thing has become absolutely
necessary: a knack for innovation.
“On a recent trip to London, (I was struck by) the sense of whimsy
in drink presentation and a move away from the staid classics to
something more fun. The drinks at speakeasy-inspired cocktail bar
the blind pig were great examples of this new style, combined with
serious technique. They were served in juice boxes or soda bottles
and adorned with tiny clothespins holding popcorn on the side of the
etched glassware.
THE SPRING SPECIAL
—
BLOODY M ARY BAR
—
THE C A MO UFL AG E CO CK TA IL
—
M A NH AT TA N & A S N ACK
—
O u r Ve r y o w n P U B L I C
O u r Ve r y o w n S a x o n + P a r o l e & P U B L I C
The Artesian
Social Eating House
(a k a T h e B l i n d P i g )
N e w Yo r k
N e w Yo r k
The Quick Service industry in particular has been experiencing
something of a renaissance. Where, historically, the big players have
relied on quantity and cost to drive patronage, a new impetus is
changing the landscape. Celebrity chefs and fine dining aficionados
have come down from their posts in Full Service to usher in a new
set of values. Their presence is creating an exciting sort of friction: an
elevated, Fast Fine foodie experience.
London
London
Another example happened as we left the artesian at the
langham hotel, when we were (handed) Piña Coladas in coffee cups
adorned with red chocolate lips. Unexpected and wonderful.
The bar program at genuine gave me the opportunity to look at how
we package and deliver drinks in a whole new way. Although the juice
cocktails satisfy a diner’s need for a proper cocktail in a glass, the
build-your-own and Bulldog canned cocktails pay homage to the fun
they’re having across the pond.”
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AN EYE ON F&B TRENDS:
C R E AT I V E
P R E S E N TAT I O N
At our newly opened GENUINE
Superette, we’ve been thinking a lot
about Creative Presentation in both
food and drink. Here are a couple of
examples of what we’ve been up to.
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C A S H & C A RRY M A NH AT TA N
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BARRITTS GINGER BEER & SPIRIT
—
SAM MASON ICE CREAM SANDWICH
—
BB 360 04
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A full view of Crave Coffee’s new location
in Woodlands, TX, a fully integrated Brand
Bureau project scaling now throughout Texas.
T YIN G TOGETHER IN TERIORS,
I D E N T I T Y, B R A N D S T R A T E G Y,
PA C K A G I N G , S I G N A G E — W E H A D O U R
C U P C A K E S A N D A T E T H E M , T O O.
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1 9 50’S G R A N D M A’ S K I T C H E N N O S TA L G I A ,
U P D A T E D F O R T O D AY .
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SIP OF THE MOMENT
T H E B B B E V V IE
We asked our resident beverage expert, Eben Freeman, to mix up a
deliciously “BB” cocktail, using seasonally trending ingredients and
flavors. Just like BB, the result is fresh, energetic, cheerful, creative,
bright, feel-good, and spicy. Have one on us at any of our restaurants.
It’s off-menu, but just ask for the BB drink. We hear that Mezcal is
the new whiskey...
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Mezcal Fever
INGREDIENTS
1 /2
OZ. HOT HONEY
(see recipe below)
1 OZ. PUEBLO
VIEJO BLANCO
TEQUILA
1 OZ. HIBISCUS
MEZCAL *
3 OZ. FRESH WHITE
GRAPEFRUIT JUICE
TOP UP FEVER
TREE GINGER BEER
1
HOW TO M A KE IT AT HOM E
Combine tequila, hot honey and grapefruit juice in
a highball glass. Add ice and stir to chill. Top up
with ginger beer leaving one half inch of space for
mezcal. Garnish, set straw and float mezcal on top
of drink.
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A N D F OR T HAT S M OK Y S T UF F*
To prepare hibiscus mezcal: Place 10-12 dried
hibiscus flowers in a 750 ml bottle of mezcal and
allow to infuse overnight before removing hibiscus.
Hot Honey
INGREDIENTS

W H A T B E T T E R WA Y T O
CELEBRATE BB BEGINNINGS
T H A N W I T H A T O A ST: T O B B!
1 DRIED ANCHO
CHILI
3 DRIED ARBOL
CHILIES
1 DRIED GUA JILLO
CHILI
1 CUP BOILING
WAT E R
1 CUP HONEY
1
L A S T B UT N OT L E A S T, T HE S WE E T S P IC Y!
In a cast iron pan, heat chilies until smoking. Place
hot chilies in a bowl with one cup boiling water and
allow mixture to return to room temperature. Strain
out chilies and combine chili water with honey.
Bottle and store for up to one month refrigerated.
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1 .LOV
-ME
KRAB
5102