Southern Hospitality

BRANDING • PRINT

Project

Justin Timberlake, Eytan Sugarman, and Trace Ayala’s restaurant required a refreshed look & feel that would elevate its presence and appeal to a broader audience. This project presented a unique opportunity to take an already well-established brand and enhance its image, ensuring that it continues to resonate with both loyal patrons and new customers. The challenge was to infuse the brand with a new look and feel that honors its existing legacy while driving its evolution forward. By reimagining the brand messaging, the goal was to create a more dynamic and cohesive look that captures the essence of the restaurant’s vision and the personalities behind it, ultimately setting the stage for continued growth and success in a competitive market.

Objective

Develop a unified and compelling brand message that resonates across all brand collateral, enticing more people to visit the restaurant and engage with its offerings. The goal is to craft a message that not only draws in diners but also encourages them to explore everything the restaurant has to offer—from enjoying signature drinks and appetizers to purchasing sauces and other take-home products. This message should create a sense of excitement and curiosity, highlighting the unique flavors, atmosphere, and experiences that make the restaurant a must-visit destination. By creating a cohesive narrative that connects all aspects of the brand, we can inspire customers to fully immerse themselves in the restaurant experience, increasing both foot traffic and sales.

Execution

Southern Hospitality was established in the heart of New York City, embodying a vintage aesthetic that combines rustic charm with urban sophistication. The restaurant’s interior design is a blend of wood and metal elements, creating a warm and inviting atmosphere where every detail—from the walls to the decor—reflects this thoughtfully crafted look. To align the brand’s visual identity with the physical space, we designed new menus and labels using the same wooden textures and robust, blocky sans-serif typography. This design choice not only complemented the restaurant’s industrial-chic ambiance but also reinforced its brand identity. By integrating these visual elements into the menus and labels, we created a cohesive and compelling brand experience that resonated with customers. The updated branding played a significant role in attracting more patrons, enhancing the overall dining experience, and boosting sales, as the visual messaging successfully captured the essence of Southern Hospitality and communicated it to a wider audience.