Sensing Restaurant

The city’s most seductive new dining experience — hidden in plain sight.

To introduce Chef Guy Martin’s new Boston restaurant—tucked deep inside the Fairmont and surrounded by heavy competition—we needed a campaign bold enough to lure diners off the beaten path. With a limited budget, an unknown chef in the Boston market, and the requirement to use his personal lip-art photography, we transformed constraints into a theatrical, irresistible brand narrative.

Client
Fairmont Battery Wharf, Sensing Restaurant
Industry
Hospitality / Dining / Restaurant Branding
Scope of Work
Brand Strategy, Advertising, Direct Mail, Signage
Poster featuring purple lip artwork with romance-style copy
Close-up floral background for Sensing campaign

The Challenge

Sensing Restaurant faced multiple barriers: a hidden location within the hotel, a crowded dining landscape.

We also had to work with a world-renowned chef who was surprisingly unfamiliar to Boston audiences. With a tight budget and the mandate to incorporate Guy Martin’s striking lip artwork, we needed a concept powerful enough to cut through the noise and create instant intrigue.

Magazine ad with lip art and steamy romance quote
Magazine ad with crossed-tape lips and dramatic text

The Solution

We turned the lip artwork into the centerpiece of a provocative visual identity—pairing it with the dramatic, over-the-top language of classic romance novels.

Instead of romantic partners, however, the obsession was with the food: sensual, indulgent, impossible to resist.

The result was a bold, steamy campaign built on whispered desires, smoldering quotes, and lush, intimate photography of Martin’s cuisine. This unexpected combination—high art meets guilty-pleasure fiction—positioned Sensing as Boston’s definitive destination for romantic, immersive dining.

Food photograph of yellow tomatoes with mozzarella at Sensing Restaurant
Gourmet raspberry dessert by Guy Martin

Lush, intimate close-ups showcasing Guy Martin’s cuisine as the true object of desire.

Escalator poster featuring lip artwork and campaign line

High-impact out-of-home displays using the lips and steamy lines to capture attention in motion-heavy spaces.

Street poster with lotus flower background

Romance-novel aesthetic applied to large-scale outdoor posters, creating intrigue for passersby.

Subway poster with lip artwork and romantic copy

The Results

The campaign immediately set Sensing apart from neighboring restaurants.

It began generating buzz and visibility far beyond its tucked-away location. The striking lip imagery and provocative copy became synonymous with the restaurant’s identity, drawing diners eager to experience the culinary romance for themselves.

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Adams Design
20 Park Plaza
Boston, MA 02116

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