Project: Under the Table | Brand Identity & Creative Direction
Role: Creative Director / Lead Designer
The Challenge: To develop a brand identity for a modern, intimate dining concept that feels exclusive yet unpretentious, capturing a "hidden gem" aesthetic.
The Solution: I created a minimalist, typography-driven identity that leans into a sophisticated, moody palette. By focusing on tactile elements and a clean visual hierarchy, I established a brand voice that resonates with discerning diners who value both culinary innovation and a refined atmosphere.

Visual Narrative

• Identity System: Developed a custom typographic logo that balances modern geometry with classic elegance, ensuring legibility across low-light environments.

• Menu Design: Focused on a clean, grid-based layout that prioritizes the culinary story while maintaining a premium, "chef-driven" feel.

• Atmospheric Curation: Advised on the application of the brand across physical touchpoints—from signage to digital presence—to ensure a seamless transition from the street to the table.