After working closely with Select Hospitality Group on notable restaurant hot spots like The Heyward in Williamsburg and Hinterland in Santa Monica, we were excited to dive right into a new restaurant concept. From famed chef Diego Hernandez, Verlaine represents the best of California-inspired Mexican-style cuisine, amidst beautiful surroundings in the heart of West Hollywood.

With a strong foundation of mutual trust between ourselves and the Select Hospitality team, we started first with creating an identity that would set their latest venture apart. Verlaine replaced Dominic’s, a renowned Hollywood restaurant that served as a hideaway for the likes of Frank Sinatra and the Rat Pack in their heyday.

There was a strong desire to keep elements of those legendary times present, while also bringing in Art Nouveau influences. Physically, the new space was colored with rich greens and burgundies, which provided a strong influence for the design and color scheme of the brand and corresponding print collateral.

We began our research with the Art Nouveau movement, tracing it to its intersection with Vietnamese culture. When French style hit the vibrant design influences of Vietnam, the movement was given a new life. We combined a Vietnamese typeface named Dalat by Kasper Pyndt Rasmussen Type Foundry with the wormwood plant into a wordmark that blends serif classicism and organic play.

In tandem with the mark and menus, we created golden ticket-like business cards and VIP club cards for the restaurant. While finding a printer who was game for the challenge of printing gold foil onto teal green paper proved to be a true endeavor for our team, it proved to be worthwhile; the club cards have become a memorable customizable momento and fast pass for Verlaine’s high profile guests.