Strategy
Create a brand experience rooted in Chef Norberto Piattoni’s philosophy of ethical, elemental cooking — where nature, craft, and spirituality come together. The goal was to build something that felt lived-in, not branded, and invited people to slow down and notice.
Design
The identity pulls from the alchemical symbol for fire — two triangles woven into a minimal mark. We used charcoal textures for illustration and symbol work, keeping the materials honest. Instead of traditional signage, an iron “M” is embedded into the sidewalk at the entrance. Inside, seasonal artworks, hidden ingredient symbols, and a repeating triangular language build a layered, immersive environment. The digital presence mirrors the space — stripped down for essentials, but if left idle, animated plants and animals slowly overtake the screen.
Engagement
Every brand touchpoint was designed to feel like it belonged naturally. The staff’s wood-carrying bags, the subtle use of patterns, the ambient digital interactions — all of it reinforces the atmosphere without shouting. The result is a space where guests move intuitively between discovery and comfort, experiencing the philosophy of Mettā at every level.
Create a brand experience rooted in Chef Norberto Piattoni’s philosophy of ethical, elemental cooking — where nature, craft, and spirituality come together. The goal was to build something that felt lived-in, not branded, and invited people to slow down and notice.
Design
The identity pulls from the alchemical symbol for fire — two triangles woven into a minimal mark. We used charcoal textures for illustration and symbol work, keeping the materials honest. Instead of traditional signage, an iron “M” is embedded into the sidewalk at the entrance. Inside, seasonal artworks, hidden ingredient symbols, and a repeating triangular language build a layered, immersive environment. The digital presence mirrors the space — stripped down for essentials, but if left idle, animated plants and animals slowly overtake the screen.
Engagement
Every brand touchpoint was designed to feel like it belonged naturally. The staff’s wood-carrying bags, the subtle use of patterns, the ambient digital interactions — all of it reinforces the atmosphere without shouting. The result is a space where guests move intuitively between discovery and comfort, experiencing the philosophy of Mettā at every level.
1. Creative Direction
2. Brand Identity
3. Development & Design
New York City
2017
Hospitality
I strongly believe that food and plants are the only medicines we should take, and whatever we put inside us will shape our exterior
– Chef Norberto