The Challenge
Steakhouses are typically trapped in a tired aesthetic of dark wood and leather. Mootz & Tom needed to break that mold. The goal was to build a brand that kept the old-school soul of a classic steakhouse while injecting a fresh, contemporary attitude that felt exciting, inclusive, and sexy.

My Role
I led the entire brand development from the ground up. I was responsible for the naming, the logo, and the full visual system, ensuring that the brand’s commitment to locally sourced, grass-fed meat was wrapped in a personality that felt bold, playful, and completely original.

Design Decisions

• I moved away from the traditional dark, moody steakhouse palette. By pairing bright red and burgundy with softer creams and pinks, I created a visual identity that feels both strong and sophisticated.

• I designed a system that balances a traditional steakhouse vibe with a modern sensibility. The goal was to make the brand feel timeless yet sharp enough to stand out in a crowded, modern dining scene.

• I oversaw the design of all physical touchpoints including menus, merch, and collateral. By using a playful, sassy verbal identity across every piece of paper and product, I made sure the restaurant’s personality was as memorable as the food.

The Outcome
The brand identity successfully repositioned the steakhouse concept as a modern lifestyle destination rather than a traditional, stuffy institution. I delivered a fully realized creative package that enabled the team to successfully shop the concept for investment and site acquisition. Key results include:

• Established a distinctive visual and verbal identity that breaks the typical dark wood steakhouse mold, making the brand feel inclusive, contemporary, and ready for a modern market.

• Built a complete, cohesive brand system, from naming and identity to merch and menu design, that provided a professional foundation for securing funding and real estate.

• Created a unique brand personality that bridges the gap between old-school craft and new-school vibrancy.