Citrine New World Bistro

innovation & brand development

Exploring how a grocer can extend its food expertise outside the store, we paired with Safeway for a new fast-casual restaurant concept that highlights food as a passport to new experiences.
Taking the Citrine New World Bistro from paper to reality involved many steps. Beginning with defining the new brand through our visual positioning process, and continuing from that definition, an identity and restaurant design were developed. With a contemporary, comfortable feel, the 5,000-square foot restaurant features an open-kitchen, wine bar, and a variety of seating options including community tables.