OR’ESH
RestaurantNew York, US - 2026
︎Visual Identity ︎Illustrations ︎Collateral Design ︎Environmental Design
Summary
I was engaged to develop a complete visual identity for OR’ESH, a modern Mediterranean restaurant in SoHo. The work encompassed bespoke branding elements, a custom vector texture system, refined collateral, and environmental applications throughout the space. The identity was designed to reflect the elemental philosophy of the restaurant, translating fire, light, and charcoal into a cohesive and elevated visual language.My role involved the following:
- Visual Identity: Designed the full brand system including logo, icon, typography, color palette, and comprehensive identity guidelines. A bespoke vector texture was developed to give the logo and icon a subtle fire-charred, ash-burned quality, reinforcing the restaurant’s elemental concept.
- Illustrations: Created custom illustrative distorted frames for the menu and key brand applications, adding a tactile and expressive layer that complements the warmth and movement of fire.
- Collateral Design: Designed high-end branded elements including the plates, menus, embossed leather menu covers, custom plates, embroidered fabric coasters, cocktail stirrers, tote bags, matchbooks, promotional materials, and other refined guest touchpoints. Each element was crafted to elevate the dining experience and align with Michelin-level aspirations.
- Environmental Design: Designed the exterior banner flag, exterior signage, and vinyl window graphics applied to the street-facing glass. These elements ensure the identity transitions seamlessly from the physical facade into the interior atmosphere.
Goal
The goal was to create a visual identity that embodies the essence of light and fire. The entire system is rooted in the sensory experience of flame and charcoal cooking, with colors derived from fire, ash, charcoal, and butter. Every element of the identity was designed to feel warm, grounded, and cohesive, forming a direct connection between the wood-fired culinary philosophy and the visual language.Particular emphasis was placed on the menu, as OR’ESH is positioning itself for Michelin recognition. The identity needed to support that ambition through detailed, bespoke collateral elements that elevate the presentation of the cuisine. The objective was to unify fire-charred technique and refined design into one singular, consistent entity, delivering a clear and powerful message to guests through every touchpoint.
Client
OR’ESH is a modern Mediterranean restaurant located in SoHo, New York, operated by Catch Hospitality Group. The concept centers on charcoal-fired cooking inspired by Levantine traditions, with a focus on seasonality and technique. Designed to be both elemental and elevated, OR’ESH represents a refined approach to contemporary Mediterranean dining in New York’s competitive culinary landscape.*This project was completed on behalf of &LANA, and collaborated with the &LANA creative team throughout the entire process.