Cafe CHARMANT
French BrasserieNew York, US - 2026
︎Visual Identity ︎Illustrations ︎Collateral Design ︎Environmental Design
Created by &LANA • © &LANA LLC.
Summary
I was tasked with creating the visual identity for Cafe Charmant, a coastal interpretation of the classic French brasserie located on Bleecker Street in New York's West Village. The creative direction focused on translating the effortless character of French coastal dining into a contemporary visual language that feels elegant, inviting, and distinctly downtown New York.My role involved the following:
- Visual Identity and Guidelines: Developed a cohesive visual system centered around a bespoke hand-drawn logo, supported by a distinctive typography system, color palette, graphic language, and application guidelines. Deep midnight blue, warm ivory, and sunshine yellow became the foundation of the identity, balancing established sophistication with a brighter, coastal sensibility.
- Hand-Drawn Illustrations: Created a series of bespoke illustrations, including a French brasserie-inspired flower pot composed of oysters, lemons, and red wine, a hand-drawn interpretation of the storefront, and illustrated variations of the logo. The illustration style was intentionally loose, imperfect, and playful, introducing personality and spontaneity without compromising the more established and elevated character of the brand.
- Collateral Design: Designed an extensive collection of guest-facing collateral including menus, coasters, ashtrays, matchbooks, dishware, packaging, and stationery. Each application was developed as part of the broader visual system, allowing the identity to carry consistently from small tabletop details to more prominent branded moments throughout the guest experience.
- Environmental Design: Extended the visual identity into the restaurant's physical presence through neon signage, storefront graphics, window applications, and custom illustrated signage. These elements were designed to give Cafe Charmant a distinctive and recognizable street-level presence within the West Village while connecting the exterior experience directly to the visual world of the brand.
Goal
The goal was to create a visual identity that captures the familiarity and timelessness of a classic French brasserie without feeling overly traditional or nostalgic. Inspired by the ease and character of coastal French destinations, the identity introduces a lighter and more relaxed sensibility while maintaining the refinement expected from a contemporary New York restaurant.The contrast between a sophisticated midnight blue and ivory foundation, vibrant touches of sunshine yellow, and deliberately imperfect hand-drawn elements became central to the brand's personality. This balance allowed the identity to feel established yet playful, refined without becoming formal, and expressive without losing its sense of sophistication. Across collateral, illustration, and environmental applications, every detail was designed to bring French coastal charm into the context of the West Village and create a world that feels distinctly Cafe Charmant.
Client
Cafe Charmant is a coastal take on the classic French brasserie from Catch Hospitality Group, located at 340 Bleecker Street in New York's West Village. The concept brings together the timeless spirit of French café culture with a brighter, seaside-inspired approach, creating an experience that feels European in character while remaining rooted in downtown New York.*This project was completed on behalf of &LANA, and collaborated with the &LANA creative team throughout the entire process. For inquiries about this project, please contact hi@andlana.co