THE WESLEY

The Wesley is a vegetable-forward American restaurant in the West Village.

The brand identity—complete with naming, logotype, symbols, menu covers and interiors, coasters, notepad, stickers, tape, and signage was created in collaboration with Elmo Studios. 

Elmo Studios designed three distinct environmental rooms under the concept of a vegetable-based pyramid: Greens, Grains and Roots. Each room is realized by a form, texture, and color of minimal aesthetic. The brand identity developed out of this concept.

New York Prohibition-Era Speakeasies were a strong reference for the logo and symbol’s geometric and grotesque typographic construction.

The supporting symbol, an emotive face wearing a bow tie, was later added as a dash of cheeky sophistication, playing on the TW initials and 310 West 4th Street address.

A color palette of bright and muted greens, amber, and ivory echos the vegetable-based pyramid concept. Menus printed using blind embossing on linen.  

Photography by Theo Choi and Jane June.

Art Direction, Brand Identity, Signage