Proofs
 

East Alder Table

 

Creative Brief

September 11, 2025


Participants

  • Rock Silva — Founder, Chef, & Owner

  • David Mumm — Principal & Creative Director

Summary

East Alder Table redefines what dining can be — not a transaction, but a gathering. Our vision is to create a place where hospitality is gracious and transparent, where every visit is a different experience, and where the table itself becomes a hub of community life.

By blending exceptional food and beverage with creativity, variety, and authentic connection, we offer guests something rare: a welcoming third place where strangers become friends, every detail is thoughtfully considered, and no two nights are ever the same.

Success will be measured when the website converts curiosity into bookings, the brand identity inspires confidence, and the model proves replicable beyond Walla Walla.

Deliverables

  • Flexible Logo System + Mini Brand Guide

  • Business Card, Letterhead, Envelope, Greeting Card

  • Email Signature

  • Apparel: Hat, Jacket, Shirt

  • Website

Coming Soon

  • Sign System (street frontage + interior details)

  • Packaging/labels (meal kits, to-go containers)

Creative Considerations

  • Color: Color is somewhat flexible. Start with blue base with bright orange door accent

  • Type: Clean, modern, professional; avoid cursive or whimsical fonts

  • Logo: Flexible arrangements; central motif = table (rectangular to seat six or eight, generally four legs; top-down variations possible)

  • Voice:

    • Adjectives: Gracious. Transparent. Dynamic.

    • Do: Warm, conversational, honest

    • Don’t: Pretentious, pushy, jargon-heavy

  • Photography: Authentic, true-to-life, not over-styled; avoid contrived “farm-to-table” clichés

    • Photographer: Amanda Klein

  • Writing: David

  • Social Media: Managed in-house; website to be content hub

  • Review Process:

    • Final decision: Rock Silva

    • Reviewer: Amanda Silva

Product Description

Experiences: Supper-club dinners, private events, hands-on cooking classes, meal kits (from $10), brunch/lunch ticketed events, guest chef nights, live music or listening nights, theme contests (e.g., chili, chicken sandwich).

Scale & Economics:

  • Works with ~12 people/class, ~16 classes/month

  • One supper club/week

  • One private event/week

  • Weekend events (~12/month)

  • Range: $10 meal kits → $225 dinners → up to $500 premium experiences

Distinctives:

  • No-tipping model — wages built in

  • Hospitality over transaction

  • Always dynamic — cuisines, formats, experiences change constantly

Client Experience

  • Warm, gracious welcome; communal tables encouraged

  • Staff trained to make guests feel at home

  • Details are carefully considered, often with a parting gift

  • Guests leave feeling special and cared for

Competition

  • Similarities: Other restaurants provide food + hospitality

  • Differences: East Alder Table offers a dynamic experience with unmatched flexibility, variety, and communal connection

  • Holes in Market: Asian cuisines (Thai, sushi), French, broader ethnic range

  • Who’s Doing It Well: Passatempo, Hattaway’s, Maple Counter, Pine Cone, Brasserie Four

  • Customer View: Local restaurants are respected, but menus are limited and not easily adaptable for large groups

Target Audience & Market Realities

  • Young professionals, adventurous couples, food lovers. Motivator: Novelty, unique experiences, social connection

  • Families, local professionals. Motivator: Belonging, approachable fun, alternatives to wineries

  • Regional travelers, cultural tourists. Motivator: Destination-worthy, memorable stories to share

Current Belief → Desired Belief

  • Now: Dining feels expensive, transactional, predictable; limited local entertainment options

  • After: Dining can be transparent, gracious, and social; East Alder Table is always new and different

User Benefits

Guests benefit from dynamic menus and events that continually evolve with the seasons, local trends, and the desires of those gathered around the table. They also enjoy the ease of transparent pricing with no tipping pressure, creating a relaxed and welcoming experience from the start.

Most of all, they discover the warmth of community connection, where strangers become tablemates — and often friends.

Before/After Example

  • Before: Same restaurants, same social circle, predictable night out

  • After: Surprising dinner with new friends, new flavors, thoughtful details

Most Important Point (MIP)

Ranked Benefits

  1. Genuine hospitality

  2. Real food, done really well

  3. Dynamic experiences / variety

  4. Transparent pricing / no tipping

  5. A true third place for connection

Emotional Takeaway
Guests leave feeling cared for, special, and surprised — as if every detail was thoughtfully considered just for them.

Framing Metaphor
Every gathering is a one-of-a-kind dinner party — the people, the food, and the moment will never come together in quite the same way again.

MIP
Every gathering is a new story and a new connection.

CONTACT:

David Mumm
Principal & Creative Director, Walla Walla Print Co.
(509) 386‑9334