Project 3: The Ivy

BACKGROUND RESEARCH

ABOUT THE IVY

• Located on Robertson Boulevard in Los Angeles, The Ivy is famous for its celebrity sightings and paparazzi presence. Known for its nouvelle American cuisine, the restaurant features charming country-cottage decor with a flowery outdoor terrace, framed by ivy and surrounded by a signature white picket fence.
• Its cozy interior boasts rustic antiques, vibrant floral arrangements, and folksy touches, creating a warm and inviting atmosphere. The menu highlights American cuisine with a strong emphasis on Louisiana/Cajun specialties, complemented by an array of delightful desserts.

MY EXPERIENCE

• The restaurant's style blends Italian and American influences in both its decor and cuisine. While the interior was visually appealing, I found the dishes overpriced for their value.
• I appreciated the charming decor, especially the fresh flowers that lifted my mood and the adorable plates. However, the steep prices were disappointing, and the menu design lacked elegance.

COMPETITIVE ANALYSIS

Larchmont Bungalow Café

Larchmont Bungalow Cafe, located in the vibrant Echo Park neighborhood of Los Angeles, is committed to healthier eating and quality dining. Their dishes are crafted with the freshest ingredients, ensuring freshness, quality, and consistency. Beyond the food, they prioritize warm, family-like service and offer a cozy environment for customers to enjoy their meals.

COMPETITIVE ANALYSIS

Openaire

Openaire, located at The Line Hotel in Koreatown, occupies the former Commissary space and retains its greenhouse-inspired dining room reminiscent of a Hamptons estate. Now helmed by the chef from Melisse and Charcoal, the menu has undergone significant changes. Highlights include the hamachi crudo and sirloin steak with toasted garlic brown butter sauce, though some dishes, like shrimp paired with beans, turnips, and herby sauce, miss the mark.

IDENTIFY AUDIENCE

TARGET AUDIENCE

• - Age 22-40, female 80%, male 20%.
• - Prefer to dining at high-end restaurant .
• - Care about appearance of dishes.
• - Care about exquisite of restaurant and food.
• - Love to din in relatively expensive restaurant.
• - Love to eat with nature, fresh flowers.
• - Love floral, colorful and vivid interior.
• - Like Italian American style brunch.
• - Love to hang out and have brunch with friends.
• - Love to take photos and share on social media.

CONCEPT DEVELOPMENT

WORD LIST

A curated list of words like fresh, floral, and bright reflects The Ivy’s countryside charm, delicate ambiance, and nature-inspired experience, forming the foundation for the visual and brand identity.

MISSION STATEMENT

The Ivy restaurant serves dishes made with the freshest ingredients, complemented by a welcoming country cottage ambiance adorned with ivy and fresh flowers. We strive to create a warm environment and provide family-like service, where food brings people together.

MOOD BOARD

My mood board captures the essence of The Ivy’s redesign—lush floral aesthetics, soft natural tones, rustic elegance, and a cozy countryside vibe—setting the tone for a fresh and inviting visual identity.

LOGO DESIGN

LOGO SKETCHES

TOP 3 SELECTIONS

STYLE GUIDES

FORBIDDEN USAGE

The brand identity featuring the final logo, refined typography, and color palette. My design highlights The Ivy’s rustic, floral theme with a contemporary twist.

IDENTITY DESIGN

BUSINESS CARD

VISUAL DESIGN & MOCKUP

Visual mockups showcasing brand applications, including menus, business cards, and signage. My designs emphasize a clean, floral-inspired aesthetic that enhances the restaurant’s visual appeal.

INTERACTION DESIGN

LANDING PAGE

The landing page introduces The Ivy’s essence with simple design, blending visuals of lush florals and vibrant dishes to invite users into its warm and upscale dining experience.

MENU PAGE

Featuring with with clean layouts,,the menu page showcasing exquisite dishes and vibrant photography that reflect The Ivy’s high-end and visually appealing offerings.

MENU DETAIL PAGE

Highlighting individual dishes with mouth-watering imagery, clear descriptions, and prices, ensuring users can easily explore the restaurant’s curated selections.

RESERVATION PAGE

Focusing on simplicity and elegance, reservation page allowing users to reserve a table effortlessly at The Ivy.