As part of the brand Block Club developed for Hotel Henry—an urban resort conference center hotel—we also created a secondary brand and provided name development services for the hotel’s unique culinary experience: 100 Acres, The Kitchens at Hotel Henry. This unique brand serves as an attractor for guests and locals alike. The name refers to the original parcel of self-sustaining farmland, designed by famed landscape architect Frederick Law Olmsted, that housed the former asylum, designed by the great H.H. Richardson, that Hotel Henry now occupies. Original work by local painter Jason Seeley breathes delicious life into the beautiful produce and natural ingredients that are a cornerstone of the 100 Acres menu, and its namesake’s history. Print collateral and brand standards were developed for the 100 Acres brand to help ensure consistent implementation throughout the life of the brand.