@BIC Paula Scher & Erik Oberholtzer "Breaking Brand"
Before embarking on an East Coast expansion, Tender Greens co-founder Erik Oberholzter decided to rebrand his California-centric fast-casual restaurant chain. He was introduced to Paula Scher by restauranteur Danny Meyer with this bold statement: "Paula is the best in the world. She’s in the design hall of fame. You and I are not. Trust her. She’s going to make you uncomfortable, but trust her. Let her take you somewhere amazing.”
This exciting @BIC event is a conversation between client and designer -- how is a brand defined and in what ways does the design process elevate that identity?
Paula Scher is one of the most influential graphic designers in the world. She began her career as an art director in the 1970s and early 80s, when her eclectic approach to typography became highly influential. In 1991, she became a partner in the New York office of Pentagram. Described as the “master conjurer of the instantly familiar,” Scher straddles the line between pop culture and fine art. Iconic, smart, and accessible, her images have entered into the American vernacular.
Erik Oberholtzer is co-founder and Executive Chairman of Tender Greens that started in 2006 with the goal of serving fresh, high-end food at affordable prices — a place that would take inspiration from the Golden State’s haute food temples such as Chez Panisse and democratize it for the masses. When the first Tender Green opened 12 years ago, lines formed outside the door. Today, Tender Greens, which operates 28 locations, recently expanded to the East Coast and plans to nearly double its number of restaurants by 2020. Eric passion for food policy has made him a strong advocate for reform in food policy issues, which serves his higher purpose.”
November 6, 2018
6:00 PM — 7:00 PM
The City College of New York
City College of New York 259 Convent Avenue
New York, NY 10031