A culinary grand tour of the Mediterranean.
Tucked away in the vibrant heart of Va-Hi, Ela Mezze + Spirits serves up a culinary voyage through the Mediterranean with an inviting, creative twist. A tribute to the diverse tapestry of the region, where every bite tells an ancient story of tradition, trade and cultural exchange influenced by travels from Morocco to the Levant -- and back. We were honored to craft the brand for Fifth Group’s latest restaurant, taking cues from the entire mediterranean region to create an identity system as unique as the food itself.
To ancient cultures, the Mediterranean Sea was not a barrier. It was a connector.
The Mediterranean Sea is the ninth largest sea in the world. But to ancient cultures it was not a barrier; it was a connector. The Romans called it Mare Nostrum: Latin; “Our Sea”.
Mediterranean cuisine is defined by fundamental elements, the grape, the olive and wheat, reflecting a community of beliefs and practices which transcend religions, language and even societies. Where the olive tree can naturally grow, traces the boundary of a frontier of landscapes which inspired Ela.
HUMAN connection was our inspiration.
Mimicking the effect of ancient trade routes in the spread of ideas, we created a brand that borrowed a bit from every culture in the region.
We created a system that allows for endless variation.
We focused on the rich typography inspired by the various cultural epicenters of the Mediterranean, intentionally eliminating fonts from consideration that didn’t originate in these cultural zones.
Our designs borrow from the golden age of travel.
In our research, we discovered a treasure trove of actual sketches from 1930’s artists that toured the region. These visuals helped us craft a story of adventure and exploration that would be impossible to recreate otherwise. Then we examined period travel documents from the romantic, steamship and locomotive era to help inspire our design.
creating A TRANSPORTIVE EXPERIENCE WITH SOUND DESIGN
As the Ela brand concept came to life, it became evident that it was a going to become a fusion of old and new, demanding a soundtrack that suspends time, making each moment the only moment that matters. This sonic brand experience had to accent the special care and love that is evident in the cuisine, cocktails, decor and indeed, the century old building that houses it all. It was a tall order, but we wanted to take the guest on a unforgettable sonic journey that reflects the modern, chic and exotic vibe of the imaginary Ela’s travels through the Mediterranean basin. Like the cuisine, our sonic journey begins where you want it to; East or West, Africa or Europe. We criss cross Mare Nostrum with all five senses, our minds immersed in the sultry beats, beaches and lounges of Barcelona, Majorca, Ibiza, Corfu, Capri, Istanbul and the Levant. If Rick’s Place was still around, this is what Casablanca would sound like. Go ahead, play it again, Sam.
The playlist is designed for a customer, regardless of age, that is culturally tuned in to art, film, fashion and music.The extensive, 50+ hours playlists stylistically reference New Retro, Indie, Neo-soul, and Electronica tinged Chill Vocal vibes. They are designed to accent the different energy levels and moods for specific day parts and audiences from lunch, happy hour, dinner, late night and brunch. Enjoy a bit little taste below. We invite you to come in and spend some quality time with us to hear the rest.
the stage is set to tell the stories of cuisine and culture with a wit and charm seasoned through travel, inviting guests on their own culinary journey.
Brands are inherently cultural expressions. As such, they require strategies that work with and in culture, but are specifically focused on audiences critical to the business - A Design Target.
Our work bridges the gap between business strategy and creative expression. It establishes the foundation for the brand to participate in a specific culture by creating its own mythology and rituals that promote self-identity.
Visit the Site →
Services
Location Viability Services and Audience Identification
Brand Strategy & Positioning
Brand Narrative
Brand Messaging Architecture
Creative Strategy
Brand Identity Systems and Nomenclature
Uniforms and Collateral Design
Website
Advertising, Photography, Videography
Location Based Digital Media & Content Marketing
Interior and Exterior Way-finding and Signage Elements
Custom Music Experience Design
Staff Alignment Initiatives