Bronx CookSpace
Chef Levar Fulmore plays a pivotal role at WHEDco's Bronx CookSpace, an innovative incubator kitchen designed to empower small food businesses and foster community development in the South Bronx. WHEDco, the Women's Housing and Economic Development Corporation, is dedicated to providing resources that create thriving neighborhoods, and Bronx CookSpace perfectly embodies this mission by offering critical support to culinary entrepreneurs.
Scope
Brand & Creative Direction
Location
New York City
Contributors
Jeffrey Alan Henderson
Brief
Four years of product, content and assets without a common vision left PYNRS feeling both disjointed in the marketplace and difficult to brief for new activations. Sidney wanted to both maintain the threads of creative that running culture and retailers were familiar with while building a focused identity that would be welcoming, consumer driven and efficient to capture with a flexible team.
Definitions
Working with Chef Fulmore we developed some basic brand guidelines to onboard his growing team and communicate to potential entrepreneurs about the programs benefits.
The kitchen itself, in its current model, has been operational since 2016. However, Chef Fulmore faces the task of re-engaging many older members who were forced to close their businesses due to a two-year period of renovation and remodeling, compounded by the COVID-19 pandemic. He acknowledges the burden this closure placed on these businesses and the challenge of rebuilding their trust.
To mend these relationships and attract new talent, Chef Fulmore actively engages in outreach efforts, attending street festivals and pop-ups. His goal is to personally connect with vendors and generate interest in the Bronx CookSpace, aiming to reinvigorate and restart businesses that were impacted by the closure. This direct engagement is vital for demonstrating renewed commitment and showcasing the updated facilities and support.
