Project Type: Visual Translation
Client: Le Velvet
Year: 2025
The menu was designed as an extension of the spatial and visual identity — an artifact of the experience itself. Printed on ivory cotton paper with a subtle texture, it evokes the tactility of aged French stationery. The oyster illustration reappears as a fine embossed emblem, while the text layout follows a restrained hierarchy inspired by vintage Parisian brasserie menus. Typography anchors the entire visual system. The Saga Typeface defines the logo and titles — sculptural serifs with carved, fluid details that echo Art Deco refinement. A classic serif called Grocer’s Script for body copy provides legibility and warmth, reinforcing heritage and authenticity. And finally we chose a Futura Bold, a minimal sans-serif used for digital and micro-typographic elements, ensuring precision and balance.
The process began with freehand sketches on paper, later refined digitally to preserve the irregularities and rhythm of the original lines. The intention was to create artwork that felt human, imperfect, and alive, in contrast with the polished precision of the typographic system.
These illustrations became a key storytelling layer, integrated across mediums: painted as large wall murals in the lounge, embossed on menus, printed on coasters, and used subtly in digital backgrounds.
Rather than functioning as decorative elements, they act as visual signatures — poetic interruptions that remind guests of the brand’s artistic soul and its connection to the sea as muse.
Graphic Design & Photography Style
Casual Funk
Casual Funk
Le Velvet faced a tough business challenge: how do you open an easy-going, West Coast meets Mediterranean concept on a gritty Bushwick block without looking silly? The answer is in the details and the balance. The creative direction for Palmetto maintains and celebrates the patina of New York while drawing inspiration from art, design, and music from Léon to Lisbon, Madrid to Marrakech.