BRAND

02.07.2020

BOOK

T.O.C

1 —MISSION

2 —ABOUT

3 —VISION

4 —THE CAFÉ

5 —THE TEAM

p.04 p.08 p .1 3

p. 20 p. 24

(I)SS

MION

DAUGHTER IS A CAFÉ CONCEPT THAT SEEKS TO INSPIRE CHANGE IN THE

CURRENT FOOD CULTURE.

(04)WE TAKE A NO-BULLSHIT APPROACH TO SUSTAINABILITY AND COMMUNITY.

(05)

OUR CAFÉ MODEL WILL RETHINK, REJECT, AND CONTROL PACKAGING AND FOOD WASTE—25

PERCENT OF NEW YORK CITY’S TOTAL WASTE—

IN ADDITION TO SOURCING

LOCAL, ORGANIC PRODUCE AND LOCALLY ROASTED COFFEES.

(06)

THROUGH ADAPTATION,

REINVENTION, AND EXPERIMENTATION,

WE AIM TO OFFSET THE HOSPITALITY

INDUSTRY’S OUTDATED AND DESTRUCTIVE WASTE MANAGEMENT PRACTICES—

such as unsorted recycling and compostable cups—and influence how future cafés approach sustainability.

(B)OUT

A

KNOWING THAT NYC PRODUCES 14 MILLION TONS OF WASTE EVERY

YEAR, CONCEPTS LIKE SUSTAINABILITY AND COMMUNITY WERE CLOSE-AT-

HEART THROUGHOUT FOUNDER

(08)ADAM JAMAL’S CAREER IN COFFEE.

(09)

BUT IT WASN’T UNTIL HIS VISIT TO

THE NETHERLANDS IN SUMMER 2019

THAT ADAM’S VISION FOR DAUGHTER TOOK A TURN TOWARDS WASTE- FREE PRACTICES.

Here, he discovered that used coffee grounds can foster produce such as mushrooms—an example of the

practice known as circular economy.

(10)

IN THE FALL OF 2019, ADAM MET WITH CAFÉ OWNERS AND WORKERS ACROSS GERMANY. THEY INTRODUCED HIM TO PRINZESSINNENGARTEN,

A SUSTAINABLE COMMUNITY GARDEN

AND SMALL CAFÉ IN BERLIN.

While leading Adam through his fields, Prinzessinnengarten’s farmer held a vegetable in his hand, which he called a “daughter of the soil”.

STANDARD SUSTAINABILITY

PRACTICES WOULDN’T CUT IT.

ADAM COMMITTED TO CREATING

THE FIRST FULLY SUSTAINABLE CAFÉ IN NYC—AND ITS NAME WOULD

(11)ECHO THE FARMER’S THOUGHTFUL CONSIDERATION OF HIS GARDEN.

(I)SI

VON

(13)

WE WILL NOT PRODUCE WASTE NOR COOK FROM WASTE.

WE WILL WORK DIRECTLY WITH SUPPLIERS TO

RETHINK, REJECT, AND CONTROL PACKAGING.

WE WILL SOURCE ONLY LOCAL PRODUCE, THE CORE OF OUR MENUS.

(14)

OUR APPROACH TO SUSTAINABILITY GOES

BEYOND OUR OWN CAFÉ’S OPERATIONS.

WE HOPE TO INSPIRE AND ENCOURAGE OUR COMMUNITY, CUSTOMERS, AND OTHER CAFÉS

TO IMPLEMENT ZERO- WASTE PRACTICES.

(15)

WE WANT OUR COMMUNITY TO VISIT US GUILT-FREE—

NO PRETENSION, NO SHAMING, AND NO EXCLUSION.

DAUGHTER INVITES OUR CUSTOMERS TO TAKE PART IN A MORE SUSTAINABLE FUTURE BY JOINING US

AT OUR TABLE.

COPY HERE INTRODUCING SUSTAINABILITY INITIATIVES.

WHY IS IT IMPORTANT TO DETAIL HOW DAUGHTER WILL ACHIEVE

(16)SUSTAINABILITY? BECAUSE WE’RE NO BULLSHIT AND WE’RE COMMITTED TO AFFECTING REAL CHANGE.

I

N I

I0 1 —

We will tackle food waste by using coffee waste to create new life.

(I A)TUsed coffee grounds are the most wasted product in cafés, producing close to 125 pounds in smaller neighborhoods alone. It’s a

(T)shame because they are packed with nutrients often left untapped. Less than 1 percent of coffee’s biomass is found in a cup of coffee.

(I V)Daughter plans to make a dent in this number by growing mushrooms from the used coffee grounds produced in our daily coffee production.

(E)We will use the mushrooms grown from our used grounds in our café’s seasonal menu offerings, and sell any excess as wholesale to other restaurants in NYC.

17

I N I

I T

I A0 2 —

(T)Daughter will produce fertilizer from a large built-in compost bin stored in our rooftop garden.

(I V)From the high acidic fertilizer, we will grow a small selection of seasonal produce—such as potatoes, spinach, and winter squash— that is able to handle the acidic properties that coffee carries.

EWe will sell any excess fertilizer to local farmers and urban gardens.

18

CA

THEFÉ

AS A NOD TO CIRCULAR ECONOMY, ADAM HOPES TO GIVE SOMETHING

BACK TO THE CITY THAT RAISED HIM.

DAUGHTER WILL CULTIVATE

(20)COMMUNITY AND SET OUT TO CHANGE SUSTAINABILITY PRACTICES IN NEW YORK CITY—ADAM’S BIRTHPLACE.

(*FREE STOCK PHOTO21)

DAUGHTER’S LIVING ROOM VIBES ARE INFORMED BY VALUES OF

SUSTAINABILITY, COMMUNITY, AND EXPERIMENTATION

OUR OPEN KITCHEN AND FAMILIAL INTERIORS TAKE

THEIR CUES FROM DUTCH

DESIGN AND MID- CENTURY WARMTH.

(22)

DAUGHTER WILL OFFER SEASONAL PRODUCE- FORWARD DISHES ALONG WITH OUR SPECIALTY COFFEE AND PASTRIES,

ALL BAKED IN-HOUSE TO REDUCE WASTE.

OUR EVENING MENU WILL INCLUDE WINE AND LOCALLY SOURCED SMALL PLATES.

(23)

GUESTS CURIOUS ABOUT HOW CIRCULAR ECONOMY WORKS OR WHAT HIGH- ACIDITY FERTILIZER IS WILL BE ABLE TO VISIT OUR

MUSHROOM CHAMBER TO OBSERVE THE FARMING PROCESS

AND PARTICIPATE IN OUR SUSTAINABILITY CLASSES.

(OFF)SECONDARY LAYOUT FOR CAFE OFFERINGS TO REDUCE THE AMOUNT OF PHOTOS TO SHOOT.

EDaughter will offer seasonal produce-forward dishes along with our specialty coffee and pastries, all baked in-house to reduce waste.

R IOur evening menu will include wine and locally sourced small plates.

(N)Guests curious about how circular economy works or what high-

(G)acidity fertilizer is will be able to visit our mushroom chamber to observe the farming process and participate in our sustainability classes.

(S)I think we can add more copy about wine + dinner menu. Also maybe mention some local roasters, farmers, producers that you plan to work with work with.

24

(E)THTEAM

(ADAM JAMAL—FOUNDER26)

ADAM WAS BORN AND RAISED IN HARLEM. HE GIVES THANKS TO

HIS CAREER IN COFFEE AND THE COMMUNITIES HE

HAS SERVED FOR DAUGHTER'S FRUITION.

Now, with a team of dedicated individuals with a common goal in mind, he continues to inspire waste reduction and reinvention within the restaurant industry.

B R O O K LY N , N . Y.

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