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 is to build something that feels lived-in, not branded, and invites people to slow down and notice.
Design
The mark pulls from the alchemical symbol for fire a simple triangle which is woven into a minimal 'M'. We use charcoal and natural textures for illustrations keeping the materials authentic to the fire theme. Instead of traditional signage, an iron "M" is embedded into the sidewalk at the entrance. Inside, four artworks representing the seasons feature hidden symbolic elements and a repeating triangular pattern adds to the idea of building the 'metta verse' an immersive environment. The website and social media assets are rendered in charcoal to enhance the physical experience (since the digital screen becomes the portal the visuals need to work harder to keep the physical feel). It is stripped down for essentials incorporating reservations and menus, but the easter egg is that if left idle, illustrations of plants and animals slowly appear on the screen overtaking whatever is left idle. Every brand touchpoint is designed to feel like it belongs naturally; from the staff's wood-carrying bags to the subtle use of patterns all of it reinforces the atmosphere in an elegant subtle way.
Engagement
The result is a space where guests move intuitively between discovery and comfort, experiencing the psychedelic and symbolic 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 is to build something that feels lived-in, not branded, and invites people to slow down and notice.
Design
The mark pulls from the alchemical symbol for fire a simple triangle which is woven into a minimal 'M'. We use charcoal and natural textures for illustrations keeping the materials authentic to the fire theme. Instead of traditional signage, an iron "M" is embedded into the sidewalk at the entrance. Inside, four artworks representing the seasons feature hidden symbolic elements and a repeating triangular pattern adds to the idea of building the 'metta verse' an immersive environment. The website and social media assets are rendered in charcoal to enhance the physical experience (since the digital screen becomes the portal the visuals need to work harder to keep the physical feel). It is stripped down for essentials incorporating reservations and menus, but the easter egg is that if left idle, illustrations of plants and animals slowly appear on the screen overtaking whatever is left idle. Every brand touchpoint is designed to feel like it belongs naturally; from the staff's wood-carrying bags to the subtle use of patterns all of it reinforces the atmosphere in an elegant subtle way.
Engagement
The result is a space where guests move intuitively between discovery and comfort, experiencing the psychedelic and symbolic philosophy of Mettā at every level.
1. Creative Direction
2. Brand Identity
3. Website/Menus/Social Assets
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