The Common Good
Fostering the spirit of camaraderie and the benefits of rejuvenation
The Anschutz Medical Campus in Aurora, Colorado is a place of rest, recovery and rejuvenation. With a diverse group of local residents and international visitors, B&Co. set out to create a restaurant brand that welcomed the community and reflected its global reach.
See The
Story
What We Delivered
- Art Direction
- Brand Development
- Copywriting
- Name Development
- Printed Collateral
- Visual Identity
Global food is comfort food. And local ingredients are something to take pride in.
The Common Good
The Common Good is a restaurant and bar in The Benson Hotel where Aurora gathers to enjoy healthy food and vibrant people, rooted in the belief that working and living together towards a common goal benefits us all.
While the brand embraces global influences, The Common Good is locally rooted.
Locally Rooted
The Common Good name was derived from two sources of inspiration. “The Commons” relates to a community at large working for the common good of all. And the use of “good” conveys the concept of good food made from good ingredients in a simple, wholesome manner.
While the brand embraces global influences, The Common Good is locally rooted. Illustrated on the logo is a sprig of oregano, which symbolizes “joy of the mountains” in Greek. Joy among the Rocky Mountains is what communal gathering is all about. Coupled with this imagery is typography that complements the softness of the line-work and gives a sense of luxury and elegance.
Color Inspiration
The color palette gained inspiration from the same places its kitchen had: local natural offerings. The Colorado skies and land make up the base of the visual identity, while the secondary and tertiary colors account for Aurora’s full spectrum of beautiful sunsets and snowfalls.