One of four restaurants in New York, NY, from Momofuku, a critically acclaimed restaurant group by chef David Chang based in New York with multiple locations in Australia and Toronto, Canada. Momofuku has also produced several cookbooks, and releases a quarterly journal with McSweeny’s called Lucky Peach.
Momofuku approached me to create an identity for Má Pêche, their restaurant in the Chambers Hotel in Midtown Manhattan. The goal was to retain the brand’s minimal style while pushing it into a more creative and playful space within the typically conservative context of Midtown. Ultimately the creative brief extended to a refresh of the iconic Momofuku peach, to be used on future materials across their restaurants and general branding (social, web, etc).
Upon researching the history of midtown Manhattan, I found the Museum of Modern Art, particularly in its heyday during the early and mid-twentieth century, to be the perfect combination of creativity and sophistication to infer Má Pêche’s identity. Referencing the block type of early twentieth century primitivism, the minimal color and shape combinations of Ellsworth Kelly and Jean Arp, and the imperfect, tactile quality of Andy Warhol’s silkscreens, my solution was intended to marry the creativity and confidence of David Chang with that of past artistic visionaries celebrated in Midtown. Ultimately the Má Pêche peach mark itself has been extended to general Momofuku print and web branding.