Project Overview
Story of a Muse
For Chef Taylor Persh’s return to the Las Vegas dining scene with the “Story of a Muse” pop-up dinner series, I developed the complete branding package. This included the logo design, color and font guidelines, and the menu. The visual identity was crafted to reflect the event’s inspiration from Ancient Greco-Roman Theatre and its dramatic, sensory journey from sea to land. Set in the striking sky atrium of Palms Casino Resort, the branding highlights the experience’s unique blend of storytelling and fine dining.
Challenge
Taylor Persh is a celebrated chef known for her themed dining experiences. For this project, we wanted to balance the sophisticated and restrained style of a tasting menu restaurant, with a lavish and fun experience that could only be found in Las Vegas. Further, because this was a limited time event, we had to ensure that the branding was eye-catching and effective.
The Process
We started with a thorough meeting with Taylor Persh to gain insight into her vision, and she provided us with inspiration from Greek Tragedy masks, Greek Mythology, preferred color schemes, and the overall dark but mystical ambiance she wanted to harness. I designed the menu to emulate the simplicity of renowned tasting menus like that of Noma, but wove in the lush imagery that is indicative of the dinner. Previous iterations of the logo included an icon of Medusa. The client wanted to lean more toward Greek Theater and so the Medusa was taken out and an icon of a Greek Theater mask was introduced. I also adjusted the typeface to include sharper lines and wove in a lyre to match with the myth of the god of music that was an inspiration for this dinner. The color scheme also includes deep blues and greens, and is ADA compliant.
The Result
The branding I designed for Story of a Muse, including a refined logo, typography adjustments, and ADA-compliant color scheme, captured the essence of Greek Theater and mythology, aligning with the dinner’s elegant, immersive experience. The menu design emulated the simplicity of renowned tasting menus while incorporating lush imagery, creating a visually engaging and clear experience for guests. Social media ads I crafted helped generate increased buzz, contributing to nearly sold-out events and heightened brand awareness. The cohesive branding, from the menu to promotional materials, elevated the event’s perception, creating a memorable and sophisticated experience for attendees.
