Project Intro
In 2023, CMYK enthusiastically accepted the challenge of developing the Name, Brand Positioning, and Brand Identity for a new restaurant at Virgin Hotels’ NoMad location in collaboration with IF Studios. Virgin Hotels presented us with a blank canvas, providing only the interior design and a broad concept. The menu was to blend Italian and Ecuadorian cuisine curated by Chef Freddy Vargas. Importantly, the branding needed to remain adaptable for potential menu changes in the future.
Establishing the Brand Positioning began with naming the restaurant. An iterative approach grounded in extensive research of competition, cuisine, origins, and influences produced a great name that was also a strategic creative asset, shaping the brand’s identity and values beyond its offerings.
highlights
Inspired by Virgin’s legacy as a global travel brand and the indomitable spirit of its founder, Sir Richard Branson, we embraced the theme of the voyage. We explored the concept of an artfully crafted meal as a journey of its own, starting from the chef’s imagination, sourcing ingredients from around the world, and culminating in a tapestry of stories and flavors on each plate.
Our creative compass guided us to the name “Phileas,” an homage the classic novel “Around the World in 80 Days” and its eccentric English protagonist; Phileas personifies the spirit of wanderlust, and his exploration of diverse cultures with boundless enthusiasm and whimsy echoed the culinary odyssey awaiting Virgin Hotel’s guests.
Over three rounds of meticulous logo exploration, we crafted a captivating logo and iconography that captured the essence of our theme. Harmonizing the look and feel, we carefully selected color palettes to ensure a seamless translation across various collateral designs to create a consistent and impressive environment for guests.
Through seamless collaboration with IF Studios and our passion for conceptual branding and design, we successfully breathed life into Phileas – an elevated dining experience that embraces the spirit of exploration. We take pride in knowing our efforts will be appreciated by Virgin Hotel guests for years to come, and look forward to journeying from Brooklyn to NoMad for dinner!
