SAY HELL YEAH TO GOOD FOOD! That’s the motto at Fresh from Hell, a health-conscious restaurant planted in the heart of Hell’s Kitchen in New York City, where you can find an assortment of juices, smoothies, salads, sandwiches, and soups made to order with the freshest of ingredients.
On your way up 47th Street, you’ll pass the Atkinson Theatre where Waitress, starring Sara Bareilles (a Fresh from Hell regular!), is currently in its second run. After crossing over 8th Avenue, it’s hard to miss the bright orange Fresh from Hell awning that shines like a beacon of healthy living calling you to come enjoy a fresh meal.
Inside the glass doors, you’ll immediately find an accent wall adorned in an orange peel textured wallpaper, serving to remind you of the health benefits you’re bound to endure while consuming your purchase. Neon orange bar stools, vinyl window designs, and branded menus all serve to support the bright, energetic feel of the shop.
You can find the cleverly described “hellthy” menu options Fresh from Hell offers on the menus located on either side of the front counter. With drinks such as If the Glove Fits and smoothies named What the Hell, it’s easy to see that owners Gabriel Formento Lauro and Bryan Ware were interested in making healthy food more approachable by incorporating a comedic touch.
Stemming from a background in branding and design, Gabe tells us the secret to his branding success is that before he even began sketching ideas for the store’s artwork, he had a heart-to-heart with Bryan to decide on the true purpose and personality of their business.
“You have to be consistent,” says Gabe when referring to his brand image. “People want to change up their logos after six months, but you have to pick something and stick with it.”
That’s just what they did. Gabriel even went as far as to create his very own font for his logo in order to keep his branding consistent throughout the store. The font, which is simple and devoid of any frills, appears on the menu, shirts, storefront, and business cards alongside imagery of fresh fruits and healthy foods. The simplicity of the font places emphasis on the simplicity of Fresh from Hell’s food choices – no additives, no useless extras, just fresh food the way it was meant to be eaten.
In the cramped quarters of their New York City brick-and-mortar, Gabe tells us Your Brand Cafe has been a lifesaver in terms of storage. “We just don’t have that much storage space,” says Gabe. With a minimum order quantity of only one case per product, YBC allows small businesses to maintain their stock without spilling over.
Personally, I could’ve stayed in the Fresh from Hell shop all day. The bright oranges and reds are warm and welcoming, and the large storefront window offers a nice view of 47th Street. When poised with the question of which drink to purchase, my instincts kicked in. As a firefighter’s daughter, my immediate reaction was to go for the Fireman – a carrot, ginger, beet, pineapple, and orange concoction. I watched as my drink was made to order before happily strolling out to the New York streets to carry on with my day – now with a sidekick for my immune system.
So next time you find yourself in Hell’s Kitchen with a hankering for a nutritious and delicious meal or freshly squeezed refreshment, make sure to stop by Fresh from Hell. Gabe and Bryan are certain to treat you to a nice Flu Shot (don’t worry; no needles required for this one) or some Hellth Insurance (sans the insurance salesman).
Ashley Arp is a content creator at Your Brand Café. After four years in the lovely mountain town of Dahlonega, Georgia, she returned home with two degrees: her Associate of Arts degree in Studio Art with a concentration in mixed media as well as her Bachelor of Science in Art Marketing. When she’s not working or traveling, you’ll probably find Ashley drinking too much coffee and watching 24-hour marathons of Law & Order: SVU.