Crafting a world-class hospitality brand

Chef Gabriel Kreuther is James Beard awarded chef. He left the The Modern in 2013, to open his own restaurant – a move that would fulfill a lifelong dream. We were asked to build a great restaurant brand for a great Chef.

Challenge
Our brief was to extract and translate Chef Gabriel Kreuther’s personal vision into an iconic New York restaurant brand. We needed to communicate delicious Alsatian cuisine while being accessible and welcoming to wide range of guests. To raise expectations even further – the restaurant would be located in the majestic Grace Building, in the heart of midtown, Manhattan.

What we did
To develop an authentic brand, we had to understand the man who inspired it. Enter our discovery phase – which included a twelve course immersion dinner with the whole project team (the restaurant management, Architect Glen & Co, the kitchen designer as well as key members of the restaurant team).

Outcome
We created the brand strategy, name, visual and verbal identity that realized Chef Kreuther’s vision. We succeeded by capturing the distinctive quality of his approach and telling his unique story – namely the marriage of his core influences; classic French training, traditional Alsatian heritage and the energy of the New York City. 

Gabriel Kreuther opened in June, 2015 to critical acclaim. Three months later, Gabriel Kreuther received a Michelin Star. It is now a two Michelin star restaurant.

Further reading
https://www.nytimes.com/2015/09/23/dining/restaurant-review-gabriel-kreuther-in-midtown.html

https://www.nytimes.com/interactive/2023/dining/best-nyc-restaurants.html