Building a bold brand

Bobby Flay
New York, NY

We created the graphic identity for chef Bobby Flay’s legendary and influential Mesa Grill. The logo is a visual representation of a Spanish-speaking flat-topped mountain (or a table—take your pick) and the look and spirit are echoed throughout menus, a cookbook, products, and associated promotional material. For postcards we thought it would be nice to include some recipes, which follows our not-so-hidden agenda to provide useful information whenever possible, even when it’s not formally required.

Our goal was for everything to reflect the bold spirit of the cooking, presented with passion and attitude. 

We followed up with the identity and interior design of Bobby’s next venture, Bolo, a restaurant featuring Spanish-inspired food. The murals were inspired by European street posters; we silkscreened patterns on oversized rolls of photographers’ backdrop papers and pasted them right on the walls. Once a year we’d return and paste new patterns over rips, tears, and food splotches. 

The architects for the restaurants were Pentagram.

Services Provided: 

  • Communication Planning
  • Creative Direction
  • Identity Design
  • Naming
  • Editorial and Writing
  • Illustration
  • Print Communication
  • Advertising
  • Environmental Design
  • Package Design