A rebrand of The Redhead, a restaurant in the East Village that serves a menu with a Southern slant. Since 2006, Chef-Owner Meg Grace filled the menu with seasonal, farmers market finds and Southern supper-time staples like buttermilk fried chicken, Low Country shrimp and grits and collard greens. The rebrand is a subtle nod to the restaurant’s Southern heritage while at the same time referencing the love & care Meg brings to these seasonal ingredients.
Concept development, Art Direction, Graphic Design
THE PROCESS: In the concept phase of the project, I came across three self portraits (below) which were the work of a photographer, Amelia Fletcher, from Asheville who I would later collaborate with on the images in this piece. As the moodboards and concept gelled, I began to realize how perfect her style was for the brand aesthetic that was beginning to form. And so I in New York, she in Asheville and having never met, communicated every detail through moodboards and a very detailed creative brief which would inform the style, props, and lighting. Her resulting images which were used in the website and various marketing pieces can be seen below.