The National Bar & Dining Room

A Grand Cafe Arrives in Midtown

When famed NYC restauranteur, Iron Chef winner, and Food Network star Geoffrey Zakarian wanted to launch a new dining establishment in Midtown Manhattan, he turned to Love and War to develop the brand - including the overall concept, visual identity, website, promotions, and in-restaurant materials.  Working closely with Geoffrey, Denihan Hospitality, and the Rockwell Group, Love and War created "The National" - an all-occasion "grand cafe" inspired by London cafes and French bistros, but with a unique New York City Twist.

Our work for The National covered the full spectrum, from initial concept to naming to design to development of all dining materials and signage, including the awning, exterior signs, flags, and more. 

The visual identity for The National included the development of a series of illustrations based on turn-of-the-century engravings that we mashed up in humorous ways. These illustrations were used across the materials, adding a dimension of wit and humor.

Our work also included the development of The National's website, which we modeled after a classic broadsheet, with a "masthead" running down the left side for all the most critical information.

“Love and War worked closely with Geoffrey Zakarian to create everything from the logos emblazoned on the staff uniforms to the ‘50s-style tableware…”
— FastCompany Design

Client: Denihan Hospitality Group / Interior Design: Rockwell Group / Original Artwork: Papercut / Photography: Katie Tully