Vela is a proposed hotel restaurant concept to refresh an existing brand. We worked with the marketing team to create a new upscale name, branding and messaging for this Seaport restaurant.
The heavens are filled with stars and stories, like the constellation Vela and the story of Jason and the Argonauts. Named for the sails of their ship, Vela invites you to imagine a journey of adventure through the night sky, just as the restaurant invites you to experience different cultures and cuisines from your table by the sea. Vela is many things—elegant yet easy, sophisticated yet surprising.
The brand identity art concept is a fanciful treatment of celestial symbols and constellations using delicate hand-drawn line art. By incorporating the various star symbols throughout the brand materials, it gave us a very fun yet elegant and cohesive look.
The exterior signage consisted of gold and white stars pulled from the iconography we created for the brand, along with the tagline and logo.
The proposed advertising connected the brand with gorgeous food photography. The copy pulled it all together with idea of a wonderful culinary adventure.
20 Park Plaza
Boston, MA 02116