Located in the heart of Allentown, Pennsylvania’s business district, Will&Co. is a food hall concept, a space where people can gather over good food, local crafts, and a shared culture.
Ashton’s approach in developing its brand Is rooted on the history of its location. As it used to be the center of commerce and cultural experiences, we found it fitting to draw inspiration from the people of Allentown: people who established the city including its founder William Allen, and people who are building its community today—proposing the name Will&Co.
We established an online presence that is warm and inviting, as seen in Will&Co.'s website and social media platforms.
We designed a subtle and sophisticated way to incorporate the brand story in the space. The main wall features tiny dimensional letters, aimed to give diners a delightful moment of discovery.