Our team created a concept from scratch for the restaurant industry based on the idea of Cultural Capital (check out the full article on this theme). At WD, we believe the most successful brands today don’t just sell products — they build movements. Consumers increasingly seek experiences that reflect their values, foster connection, and create a sense of belonging. Beyond Pasture was designed to embody these principles, transforming dining into Cultural Capital.
The Why
Food is no longer just about flavor; it’s about identity and shared values. Diners want meals that align with their values. Research shows that 70% of diners prefer restaurants with visible, ethical commitments, and 80% will pay more for products that reflect their beliefs. Beyond Pasture responds by championing thoughtful consumption — craveable food with real impact.
The Mission
Beyond Pasture is more than a restaurant; it’s a gathering space designed to reconnect people. In a time when 65% of Americans feel disconnected, it creates opportunities for shared values and togetherness.
The Execution
Five pillars bring Cultural Capital to life here: Transparency, Connection, Activism, Sustainability, and Accessibility. Every design choice from rainwater-harvesting facades to hydroponic walls, serves as a cultural signal of the brand’s mission.
Interiors feature hydroponic walls growing fresh greens, recycled aluminum furnishings, and digital tools that help customers track the impact of their orders. Even the smallest details — from seed libraries to compostable packaging — serve as intentional cultural signals.
Storytelling completes the experience. Educational moments highlight innovations like cultivated meat, while playful content and loyalty programs foster curiosity, engagement, and connection. The restaurant becomes more than a dining destination — it becomes a cultural stage.
The Impact
Beyond Pasture proves restaurants can be catalysts of culture. Spaces where meals fuel appetite and ideals, and where dining becomes an act of identity, activism, and belonging.
Beyond Pasture is only the first chapter. We built this concept to illustrate how experience-led design can express shared values in a tangible way. Future stories in the Create to Resonate series will highlight other paths, from retail to entertainment, that turn brand spaces into movements.
Do we have your attention? Dive into Create to Resonate and discover more bold ideas shaping the future of brand and consumer connection here.