HEROES
RestaurantNew York - 2024
︎Visual Identity ︎Illustrations ︎Collateral Design ︎Environmental Design
Summary
I was tasked with creating a comprehensive visual identity for Heroes, a restaurant situated on the lower level of Pearl Box in SoHo, Manhattan.My work included the following:
- Visual Identity and Guidelines: Developed a distinctive visual identity for Heroes that balances fun with a sense of class. The identity guidelines were created to maintain consistency across all brand applications, ensuring that Heroes stands out in its unique style.
- Illustrations: Designed a series of custom illustrative assets, including bust illustrations of wine producers for the wine menu. These illustrations add a personal and artistic touch to the restaurant’s visual identity. I also created an organic, hand-made custom logo that perfectly complements the restaurant’s playful yet refined atmosphere.
- Collateral Design: Developed various printed assets such as menus, plates, and coasters. Each item was thoughtfully designed to reflect Heroes' vibrant and creative brand identity.
Goal
The goal was to create a visual identity for Heroes that feels dynamic, fun, and approachable, while still maintaining an air of sophistication. The design elements—such as the hand-drawn illustrations and organic logo—were aimed at giving Heroes a unique and inviting character that stands out in the bustling SoHo restaurant scene. By combining artistic flair with high-quality design, we wanted to ensure that Heroes would offer a memorable dining experience that’s both hip and timeless.Client
Heroes is a contemporary restaurant located on the floor below Pearl Box at 357 West Broadway in SoHo, Manhattan. Partner Ariel Arce—known for Tokyo Record Bar and Niche Niche—Heroes brings together a curated dining experience with a casual yet upscale ambiance. Alongside chef Aaron Lirette and beverage director Kenneth Crum, Arce has created a space where art, wine, and food converge, forming a lively and exciting destination in SoHo’s iconic culinary landscape.*This project was completed on behalf of &LANA, and collaborated with the &LANA creative team throughout the entire process.