Shmoné

Brand identity for a Michelin-starred restaurant in Greenwich Village.

My contribution: Brand identity · Art direction · Print and digital design
Discipline: Brand identity · Print · Digital
Context: Greenwich Village, New York · Michelin-starred restaurant

I developed the visual identity for Shmoné in Greenwich Village, extending its wordmark, numeral signature, and deep green palette across menus, illustrated matchbooks, business cards, postcards, and digital applications. The printed pieces give the restaurant a recognizable presence in the small details guests encounter and take away.

Project scope

Wordmark, numeral signature, and color palette
Menus, illustrated matchbooks, business cards, and postcards
Digital design applications

Wordmark, numeral signature, and textured green palette

01 / Shmoné

A restrained visual identity

The wordmark and numeral signature provide complementary expressions of the brand. Deep green and a textured surface give the typography warmth without competing with its clarity.

Shmoné — Business-card design presentation — Business-card design presentation

02 / Shmoné

The details guests take away

Menus, matchbooks, business cards, and postcards carry the identity into the guest experience. Illustration adds a second layer to the restrained typography and green palette.

Shmoné — Shmoné matchbook — the green exterior opens to an illustrated interior, extending the identity into a keepsake. — Shmoné matchbook — the green exterior opens to an illustrated interior, extending the identity into a keepsake.

Shmoné — Special-menu design presentation — Special-menu design presentation

Shmoné — Seasonal promotion shown on mobile and tablet — Seasonal promotion shown on mobile and tablet

Shmoné — Website design presentation — Website design presentation

03 / Shmoné

The restaurant setting

The intimate Greenwich Village dining room provides the setting for the brand. Its scale and atmosphere place the visual identity in context.

Shmoné — Shmoné — restaurant interior — Shmoné — restaurant interior

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