Red Stag Supperclub
Red Stag Supperclub
Summer 2010, Studio2030
Web and print graphics
Visit restaurant site: redstagsupperclub.com
The Leadership in Energy & Environmental Design, or LEED, certification system is now an ever-present consideration in the architecture and construction industry. While “green” has become a bit of a buzz word, the architecture industry still sincerely aims to reduce energy consumption of, and emissions from, buildings.
Studio2030 is a Minneapolis-based design firm that was founded on Earth Day in 2007 on the principals of efficient and sustainable design. The firm works with clients to design and operate LEED certified structures that validate the principles behind “green” design. Also in 2007 in Minneapolis, restauranteurs Kim and Kari were anxious to set the standard for LEED -CI (Commercial Interiors) certified restaurants in the state. Working with Studio2030, the team was able to successfully commit to the construction and operation of the first LEED-CI restaurant in Minnesota, opening the Red Stag Supperclub in the fall of 2007.
After completion of the project, the sisters agreed to continue their partnership with Studio2030 to develop a carbon footprint report for the restaurant, highlighting the benefits of LEED-CI certification for restaurants. With the successful completion of a draft of the document, both parties were excited about the importance of the document and its content. However, they were unsure how to best communicate this information with the restaurant’s customers, potential diners, and the community.
This first step in this project was to condense the entire 50+ page report into a more digestible format for readers. Web messaging was revised and improved to provide access to the restaurants Carbon Footprint information. The restaurant’s location map was also updated to recommend sustainable arrival methods for customers, such as riding and parking bikes at the Red Stag and using specific city bus routes.
Two additional assets recommended for the restaurant were a bookmark series containing quick information about the Red Stag’s Carbon “Hoofprint” and a coaster series with LEED and sustainable lifestyle trivia. The bookmark highlighted the Red Stag’s sustainability initiatives and accomplishments; for example, the restaurant is the first building in the United States to be fully lit with LED lighting. The bookmark also contained seasonal recipes for avid cooks with advice to buy locally and support local growers.
The coasters were born from the restaurants existing use of coasters to determine customers’ water preference upon arrival—still or sparkling. While water coasters were the anchor to the series, the additional drink coasters in the series contained an image of an endangered species from the state of Minnesota or Wisconsin. These species can also be seen in the Red Stag logo, and information about each species can be found in the restaurant’s entryway. Trivia questions are on the top side of each coaster with directions to “flip coaster.” The flip side contains answers that either contains info about the Red Stag’s sustainable practices or suggests sustainable lifestyle practices.
These materials allow the Red Stag Supperclub to showcase their green practices and stance on environmental issues, and suggest sustainable lifestyle choices for their customers. Their success in achieving and maintaining LEED-CI certification is more than the plaque on the wall; it can now be showcased at the customers’ dinner table.