Alpha

A brand identity that’s reflective of the energy and vibrancy of the test kitchen. Alpha based in the heart of Parnell is the latest culinary brainchild from the team at Pasture and Boxer.

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Alpha based in the heart of Parnell, Tāmaki Makaurau Auckland is the latest culinary brainchild from the team at Pasture and Boxer. Alpha at Pasture is the starting point. The epicentre and the heart of Pasture, Boxer and Alpha. The entry point, a place of immersion into the nucleus of the operation. Alpha is all about the art of discovery – a flexible space that transforms from day to night. By day, offering bread & an eclectic collection of baked goods, breakfast, & lunch into the afternoon. By night, it becomes the heart of Pastures test kitchen.

As alpha is the beginning of the alphabet it felt right to reflect this concept through typography. Magnetised letterforms and bright, graphic shapes radiate and shift, from flurried and energetic to calm and ordered – referencing the energy and life within the space, the ebb and flow, the coming together of different people, cuisines and stories.

Photography Mike Hihson & Alpha