Chef Gabriel Kreuther is James Beard awarded chef. Having left the The Modern in 2013 to open his own restaurant – a move that would fulfill a lifelong dream, Velo was asked to translate a great Chef’s vision into an eponymous restaurant brand.
We needed to communicate beautiful, delicious cuisine while being accessible and welcoming to wide range of guests. To raise expectations even further – the restaurant would be located in the majestic Grace Building, in the heart of midtown, Manhattan.
To develop the brand strategy, we had to understand the man who inspired it. Enter our discovery phase – a twelve course immersion dinner with the whole project team (the restaurant management, Architect Glen Coben, kitchen designer Jimi Yui, as well as key members of the restaurant team).
We created a brand strategy and visual identity that realized Chef Kreuther’s vision by articulating the distinctive quality of his approach: the convergence of his core influences – classic French training, traditional Alsatian heritage and the energy of the New York City.
The restaurant opened in early June, 2015 to critical acclaim and continues to receive award winning status as one of America’s Best Restaurants, along with a Michelin star.
In 2016, based on the success of the restaurant, Kreuther Handcrafted Chocolate was opened to complement the exquisite cuisine with an onsite chocolate and pastry kitchen. Velo extended the strategy of convergences to influence everything from design to the packaging.
Brand Strategy / Brand Voice & Messaging / Growth Strategy / Marketing & Activation Planning / Naming / Packaging / Portfolio Strategy / Product Design & Development / Retail Strategy / Signage Program / Visual Identity