Refreshing the Alinea restaurant brand.
The strategic problem that we noticed was that the [Alinea Restaurant website] looked extremely tired and dated. A restaurant that has the reputation of being at the cutting edge of culinary cuisine needs to also appear cutting edge. The perception of the brand was the main issue to tackle here so that the visual representation of the brand matches the innovative cuisine they produce. If they don’t change outwardly it could seem they are being left behind as new competitors emerge and challenge them.
We took a conceptual approach by expanding the idea behind the name of the brand —“Alinea” which means, the beginning of a new train of thought — and applying this in a visual format by exploration of colours, shapes and materials.