Fresh & Feta

Blacksburg, VA

Cooper Carry's brand team developed the Fresh & Feta restaurant brand for the new dining facilities at Hitt Hall at Virginia Tech. This dining outlet is Mediterranean focused, with fresh ingredients the star. As with all of the concepts for this project, the client wanted students to be able to immediately recognize the type of food on offer. Cooper Carry Branding gave it a nice and crisp alliteration with the name Fresh & Feta. Designed around the goddess motif, the Fresh & Feta brand is soft and enchanting. The center goddess, with her rosy cheeks and laurel crown, tosses the fresh ingredients available to customers. The typeface gives the impression of being hand carved and bespoke, and is paired with a gentle, rounded font for the tagline. Multiple additional logo assets were designed to provide maximum versatility to the brand including special patterns, tile designs, and various logo iterations for different applications.

Hitt Hall will feature a 600-seat full-service multivenue dining facility on two floors of the building’s west wing, flexible general assignment classrooms on the third floor, and open collaboration zones throughout. The dining capacity added by Hitt Hall, with its nine distinct dining venues, will increase and more evenly distribute dining services for students, faculty, and staff on the Blacksburg campus. The building, designed by Cooper Carry, will provide an expanded physical presence for the Myers-Lawson School of Construction - a joint collaboration between the College of Architecture and Urban Studies and the College of Engineering - as well as a unique two-story Innovation Lab providing program opportunities for temporary and large-scale student-based projects.