Built for opening night.
INSIDEA designed this homepage for a restaurant and bar builder in Richmond. Prepline Builders is a fictional brand, so the names, people and numbers on the page are invented.
- Industry
- Construction and commercial real estate
- Typeface
- Belgrano
A general contractor for restaurants, cafes, bars and food halls whose homepage counts a build back from opening night and books site walks: cream, coffee ink, paprika and olive, an expressive slab serif and a tall magazine-plate photo of a dining room with chairs still on the tables.
The brief
Independent restaurant owners print invitations for a date, then watch a late hood, a grease interceptor or a missed inspection push it back. The page must prove the builder plans to that date and get owners to book a free site walk before they sign a lease.
The direction
Editorial and warm, like a food magazine on cream paper, with a slab serif and paprika accents. The first screen pairs a large headline and one button with a single tall photo of a nearly finished dining room, set as a numbered plate with a caption.
The detail
Of the five recent openings, Quahaven, Ruefold and Bisquetta opened on the date and Zarzal two days early, the four the page counts as on time or early, while the 41-week food hall opened six days late, the one slip the FAQ admits this year. Prices are marked as starting points for construction only, with equipment, furniture and design fees left out.
- Display
- Belgrano
- Text
- Jost
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