In March 2011, the historic Linden Hills area of Minneapolis became home to a new neighborhood eatery aptly named Tilia, the Latin genus for Linden — a tree with heart-shaped leaves that inspired the community’s moniker.
Partners Steven Brown and Jorg Pierach’s vision for Tilia was inspired by the cozy and well-loved neighborhood haunts like those that are common in cities like Brooklyn, but scarce in Minneapolis. Their concept was as much about a sense of place, as it was the food.
With Steven’s reputation as a renowned chef, it was likely that Tilia would become a destination spot. But to sustain long-term, the owners knew they would need to win over the locals in the quiet residential area who take a great deal of pride and ownership in the establishments that make up their unique community.
Fast Horse was tasked with bringing the restaurant’s concept to life and creating a holistic Tilia brand experience to ensure an attention-getting launch and a foundation for long-term success.
Any new restaurant venture faces long odds. Industry statistics show that more than 60% of restaurants fail in the first two years, and those that do survive skate by on notoriously thin profit margins. In addition, as mentioned above, Tilia was moving into an established neighborhood with a distinct personality and a wariness of newcomer businesses to the area.
Fast Horse was challenged to create an identity for Tilia that would ensure the restaurant would be accepted as ‘one of their own’ by neighbors and, at the same time, stand out and be distinguished from the hundreds of other eateries opening each year.
Delivery of Work
To inform the development of the Tilia brand, Fast Horse researched area restaurants, the "foodie" community and the food media. Research included a review of the Tilia business plan, competitors' websites, social media presence, marketing efforts and materials and in-restaurant experience. The team also conducted a deep dive into local demographic data, local dining habits and trends, and researched information about the historic Linden Hills neighborhood Tilia would call home. Throughout the process we collected pieces of information and best practices to create a brand mood board, which would inspire all aspects of the design.
Research indicated that creating a clear concept and brand would be critical to the restaurant's success. It was also quickly evident that any sense of shiny or new would not be part of the strategy. In fact, the driving ethos behind the design strategy could be described as comfortably worn in. This approach informed everything, from the logo, to the menus to the environmental signage and the interiors. The Tilia brand identity was created to evoke an authentic, lived-in feeling, giving the guest a sense that, like the Linden trees lining the neighborhood streets, Tilia's roots run deep into the heart of the area.
Drawing upon old neighborhood photographs, Minnesota history books and the mythology and folklore surrounding the Linden tree; the logo, like other elements of the brand identity, has a feeling of a Patina to it and one could imagine seeing it on the side of an old fruit crate. The menus feel like they’ve been lovingly perused by many before, and the interiors (from the patina’d Tilia logo on the window to the salvaged fixtures) give the sense the restaurant has always been a resident of Linden Hills.
All of these elements – in addition to “cootie catcher” kids menus and toy-filled busy boxes, T-shirts, website, social media assets, an introductory video and everything from beer taps to matchbooks - came together to create just the kind of friendly, familiar, neighborhood hang-out that the owners were striving for.
The Results
In the first year, marketing success surrounding 45-seat Tilia far exceeded expectations. Tilia reached its projected first-year sales in just five months and went on to beat its annual sales forecasts by 150 percent, setting the tiny restaurant on a path to long-term success.
Reviews/Patron comments:
What I love most about Tilia: their menu design is just as delicious as their food choices. I’m obsessed with how cute and clever the kids menu is. I can’t wait to sit in the cozy, NY bistro-inspired atmosphere and order some good food and a glass of bubbles. – stuffiheartblog.com
In Tilia, Brown has created an instant hangout, a space that feels homey and welcoming as soon as you walk in the door. – heavytable.com
In a way, Tilia feels like it's been here forever, as if the space had never displayed a bamboo mural and served Vietnamese dishes during its previous tenure as Rice Paper. – citypages.com
It's a worldview filtered through the iPhone's Hipstamatic camera app. – citypages.com
The verdict: The food is spot-on, the inside is so adorable I wish I could give it a big hug, and the price is incredible. – minnesotamonthly.com
Yelp Reviews:
Annie D:
I also just want to say that both the interior designer and the graphic designer did an excellent job. Their website is as beautiful and friendly as their space is. Everything seems to be well-thought, down to the little thrifted metal trays that bring the bill. And I mean, hand-held, elementary school-style fortune tellers?!
Lesley P:
Upon first "meeting" Tilia I was incredibly impressed with her decor and layout....it felt very inviting and cohesive.
Mike E:
Really, you had me at hello. Your style: timeless. Simple, but mesmerizing. No other restaurant has made browns and whites look so classy.
Erin J:
…absolutely love the decor and vibe of the place. I love the way the bar taps do not have beer labels on them but numbers.