Forming a chef’s
first entrepreneurial venture
First, we needed to get to know Amira, her food, and her aesthetic. We learned about her cuisine and the characteristics of the ingredients to inform the brand. From there, we did a workshop to sprint on a brief for the graphic and interior designers.
A new business venture is always a labor of love. So to pick and chose visuals that represent the vision in one’s own head can be daunting. We worked with Amira and our design team to create a cohesive concept centralized around health, family roots, and eye catching design.
PLANNING & DESIGN
We consulted a kitchen designer to determine a layout most conducive for her menu and cooking style. And then we partnered with Iron x Ivory for the interior design. To really bring the design to life, we had a muralist reinterpret the new brand pattern for her bulkhead.
We partnered with Vishana Lodhi to name the spot and design a brand that could flex from a sticker on her to go box, to the bulkhead of her Assembly kitchen. The visual palette informed the brand as well as the interior design since they were developed in parallel, coordinated by us.
We delivered concept to execution in 10 weeks. We managed build out of the kitchen, stall, custom units, the and production of all her brand collateral in coordination with our larger Assembly team.