The Ask
Unearth every possible fact about Church Hill and based on the pain points you find, create a business or service that will live in the neighborhood.
Phase 1
Learning Church Hill Neighborhood History
1700sRichmond,Va originated in Church Hill during the year of 1737.
It is home to the first church in Richmond, St. John’s Church. At said church, Patrick Henry gave his famous “Give me liberty, or give me death”. This speech promoted rapid growth of the neighborhood.
Late 1900s White Flight happened in Richmond and the people who once lived in Church Hill left with their money which caused businesses to fail
Early 2000sAfter this point crime was at a all time high and their were a lot of vacancies in the area
Neighborhood Walk Through
Has a lot of restaurants and cafes, it’s a walkable neighborhood with a good amount of foot traffic, and is home to a few shops.
Interviews
We conducted five man on the street interviews that included Church Hill business owners, employees, and residents.
Phase 2
Identifying pain points A Pain Point for the Resident’s of Church Hill
There’s only 1 small grocery store in Church Hill- The Market on 25th
There’s another grocery store close by- Farm Fresh in Shockoe Bottom
And these are all of “grocery stores” in between the two
Richmond is known for it’s diverse food scene.. but where are the Italian Deli’s?
La Collina Deli “The Hilltop Deli”
Making Church Hill a destination for all interested in an authentic Italian Deli and solving the local need for a grocery store.
Phase 3
Designing La Collina
Moodboard
We wanted the atmosphere of La Collina to be welcoming, rustic, open, and professional.
Storefront
During our adventure through Church Hill we found the perfect building to house La Collina.
Signage / Logo
Taking the hand drawn outline of the storefront that we found in Church Hill we created our logo that would be used in several different ways. We decided to use this artistic style because it feels authentic and lowkey.
Store Layout
Merchandise
Josh LaJoie (ST)
Joy Luong (ST)
Conducting Interviews
Logo Design
Moodboarding
Neighborhood Research
Location Strategy
Observational Listening (some may call it ease dropping)