The power in a name: How NC State Dining uses its branded concepts to enhance community connection and campus identityThe power in a name: How NC State Dining uses its branded concepts to enhance community connection and campus identity

When it comes to branded concepts at North Carolina State University (NC State), the dining team puts a ton of thought and creativity into every aspect, including the name. Each name is unique to its college or department with the aim of enhancing community connection and campus identity.

The naming process starts with a brainstorming session with whichever college the dining location belongs to.

“Whenever we brand a dining location, we prioritize collaborating directly with the college it belongs to and campus communicators to ensure thoughtful decision-making,” said Jennifer Gilmore, director of marketing and communications for campus enterprises at NC State, in a statement. “Each dining location has a story to tell, and it’s important for each café to feel like an extension of the academic environment around it.”

One such location is Elements Café—the name is tied directly to the College of Natural Resources and the Department of Marine, Earth and Atmospheric Sciences.

The dining team collaborated with stakeholders from the University Architects Office, the University Libraries and representatives of the colleges. The idea of Elements Café as the name for the location sparked right away and from there, they worked on branding.

“The brand mark took the shape of a teapot that incorporated each of the four natural elements: earth, fire, water and air,” said Gilmore. “We have some talented designers and brand experts on staff, especially in the restaurant/foodservice realm, who know how to capture the essence of each location.”

Another dining concept, dubbed Social Fabric Café + Market, is inspired by the College of Textiles, where the dining location lives. The development of this brand was especially collaborative, with a college-wide competition allowing both staff and students to get involved.

Cecilia Monge, who was a graduate student while the concept was being developed, is credited with the creativity behind the name.

“I was working on my final collection for the independent study course I was taking during my grad program and needed a break from sewing all day,” said Monge. “I was trying to think of as many fabric and sewing puns as I could. Because I would often meet up with my friends over coffee to work on my thesis, I thought a name that also incorporated the social aspect would be perfect.”

Gilmore, who noted that she typically isn’t fond of naming contests, said she thought Monge’s idea was perfect for the space. Collaboration continued on as they worked on the brand, teaming up with the College of Textiles on graphics that feature a wave design created by one of the professors. The logo was also designed by a student in the College of Design.

Meanwhile, The Exchange Café focuses on the Poole College of Management, inspired by the world of business and finance.

Each concept is truly unique to the location and the college it represents, said Gilmore.

“The Exchange, for instance, evokes both the stock exchange and the vibrant exchange of ideas over a cup of coffee,” she said.

Another example is the Creature Comforts Café, which is located in the Terry Companion Animal Medical Center. The name establishes the locations role as a gathering space for the campus community.

“Creature Comforts, on the other hand, highlights the material comforts that enhance well-being. Given its location in the Terry Companion Veterinary Medicine Center, the clever play on ‘creature’ to also reference animals adds an extra layer of charm,” said Gilmore.

This thoughtful and creative naming process will continue on as the team develops new concepts. The team even has an upcoming dining concept in the works as they plan the new Woodsen Integrative Sciences Building Hall.