CREATIVE VISION | VEGETARIAN GROCER & CAFE

LARRY’S MARKET & CAFE

The brief was to clarify a positioning strategy and develop the concept of a vegetarian market and cafe at the Shipyards in North Vancouver. From an initial conversation with the owners - the husband and wife team, Ryan and Sarah - the goal was to roll out 5 more within 5 years.  This project was an abbreviated creative strategy scope due to limited time and budget. A vision document that expressed the fully realized concept for the business was created to act as a guide to onboard additional consultants -graphic design, interior design and operational staff.

The couple had a backstory worth being told. Sarah was recovering from breast cancer five years earlier and had changed to vegetarianism as part of her recovery. Ryan, wanting to provide support for his wife also switched to a vegetarian lifestyle and soon discovered all the health benefits from switching his diet. Ryan, having worked at Overwaitee for over 25 years wanted to combine his work experience and his newfound lifestyle to bring a vegetarian grocer into the market. Thus, Larry’s Market Vegetarian Grocer was conceived.