Make every touchpoint feel considered.
The brand needed its physical materials to carry the same sense of restraint, ritual and quiet luxury as the guest experience.
Beyond Velvet
An editorial brand experience where the menu becomes part of the atmosphere.
FROM
BRIEF TO
REALITY.
Treat the menu like an editorial object.
Refined pacing, tactile contrast and carefully controlled imagery turn browsing into part of the dining experience.
Luxury through restraint.
A limited palette and consistent information hierarchy allow food, material and atmosphere to do the work without visual noise.
MY ROLE.
I directed the menu system and its physical presentation, focusing on how the brand feels in the guest’s hands.