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It is often said that “a brand is an experience.” And, nowhere is that more true than with a restaurant. To be successful, every consumer touch-point - logo, signage, website, interior design, food, service, menus, and so forth – must be unified around a single, overarching concept. When the management of the Fairmont Miramar Hotel decided to tear down its existing restaurant and rebuild from scratch, they turned to Love and War to develop the concept, visual identity, advertising campaign, website, menus, and other materials. The result of our work was “FIG” – a seasonal bistro founded on principles of locally-sourced ingredients, simple renditions, and an atmosphere of understated sophistication. The visual identity we developed reflects these principles in its elegant yet unfussy treatment. Our tag line, “Ingredients First,” evokes the restaurants founding concept in two words. And our website and print ad campaign was the foundation of the restaurant’s successful launch. Today FIG has become a runaway hit, with glowing reviews, a James Beard Award winning chef, and a consistent place among Angelino Magazine’s annual list of L.A.’s Top 50 restaurants. |
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