Workhouse

Field & Social

Rebrand · Vancouver · 2026Your local salad shop, est. 2016

Ten years, a fifth location, and a ground-up rebuild that keeps the warmth regulars know and sharpens everything around it. An identity made for the decade ahead.

Sector: Restaurant group
Location: Vancouver, Canada
Services: Strategy, brand identity, signage, menus
Year: 2026

Vancouver's original salad shopest. 2016

i. The brief

Ten years, five neighbourhoods.

Field & Social was turning ten and opening a fifth location. The brand needed to grow up without losing the friendly, neighbourhood feel that regulars love.

Hand-crafted salads, bowls, soups and sandwiches since 2016, now from Dunsmuir to the newest shop in South Flats.

New · 893 Great Northern Way

South Flats, the fifth shop. 893 Great Northern Way, Vancouver.Photo: C. Pienaar

ii. The idea

Bold, not loud. Warm, not cute.

Keep the warmth of a neighbourhood spot and give it a louder, more confident look. A wide, heavy wordmark, tall headlines that fill the space, awning stripes and an earthy, appetising palette, with the food always first.

Primary · stacked wordmark

Secondary · one line

Secondary · FS monogram

Colour

Earthy, appetising.

Espresso grounds everything, cream and sage keep it fresh, and tomato, coral, mustard and lilac bring the energy. Never pure black.

Widths follow how much of each colour shows across the brand.Tap a colour to copy it

Typography

Three faces, one job each.

Marios BlackThe wordmark, menu item names and labels. All caps, tracked wide.

HumaneFor shouting. Big, tall and tight, mixing bold and light in one line.

FuturaFor reading: menu descriptions, prices and the small print.

Voice

Short lines. Full stops for punch.

Talk like the person behind the counter: two to five words, wordplay on local and social, and alliteration for the daily features.

The food

Made a minute ago. Shot that way.

Natural light, real textures, overhead spreads and single dishes with real shadow, so every bowl looks like it just left the counter.

Food photography by Sophia Hsin

Chicken bowl with kale, red cabbage, carrot and mushrooms, from above. Photo: Sophia Hsin

Sandwich with arugula on branded paper. Photo: Sophia Hsin

Chia pudding with fresh berries in a labelled cup. Photo: Sophia Hsin

A catering spread of platters, sandwiches and dressings. Photo: Sophia Hsin

Beets bowl with chicken, whipped cottage cheese and yams. Photo: Sophia Hsin

Lemon protein bites with the Field & Social label. Photo: Sophia Hsin

Fall salad with tomatoes and crispy chicken. Photo: Sophia Hsin

Greek yoghurt with fresh berries in a labelled cup. Photo: Sophia Hsin

Catering platter of chicken with bread. Photo: Sophia Hsin

Plant-based protein bowl. Photo: Sophia Hsin

Egg bites in a labelled bag. Photo: Sophia Hsin

Kale salad with yams and chicken. Photo: Sophia Hsin

Rows of wrapped sandwiches with green Field & Social stickers. Photo: Sophia Hsin

Chocolate chip cookie. Photo: Sophia Hsin

01 / 14Photos: Sophia Hsin

In the wild · Social

One big thing per post.

A headline, a dish or a photo, and everything else small. Daily features run up the edge of the story.

fieldandsocial

fieldandsocial

fieldandsocial

In the shops

Menu screens, always on.

Flat colour, one background and one type colour, and the food doing the talking.

Cards & print

Have a salad on us.

Gift cards, promo cards and welcome cards: offers written plainly, the code in bold, the wordmark doing the rest.

Merch

Wear it local.

Always the stacked wordmark, centred, in one colour on natural or garment-dyed blanks.

Tote

Cap

Dunsmuir · Mount Pleasant · Royal Centre · Yaletown · South Flats

Credits

Brand identity & guidelines: Workhouse Collective
Food photography: Sophia Hsin
South Flats photograph: C. Pienaar

Next projectA. Concept Store