A Red Hot New York Culinary Destination

Identity | Art Direction | Messaging | Web Design

Project – Conceive and execute an entirely new approach to brand positioning for a modern chinese destination in NYC’s West Village.

Strategy and Creative – Rejecting common conventions of Asian cuisine presentation. We wrapped the “green market centric” concept in an accessible, hipster-farmhouse look and feel.

The dining experience presents bespoke clipboards, signage and menus with a craft feel. We carried the design system to the digital realm for a seamless website experience.

Results – RedFarm has been a celebrated destination since day one. The proprietor is now a media darling and a second RedFarm has sprouted in Manhattan’s the upper west side.