Rosewood

Brand Strategy / Naming / Identity / Environment / Art Direction / Signage / Food Styling / Photography / Social

SITUATION

In 2017, I started a pop-up restaurant with two business partners to see if our collective love for food and our combined disciplines could translate into success. Long story short, the pop-up worked, and less than a year later, we purchased a historic 1890 home on the corner of East 11th and Rosewood in Austin, Texas. Now, all we needed to do was build a kitchen, breath new life into a historically significant building, and build a brand.

SOLUTION

I worked with my partners to name, position, and brand the restaurant, building out a type and color system to showcase the unique menu offerings of South Texas and the physical space of the Haynes-DeLashwah House–where historic design melds with modern touches. Beyond the identity, I provided all of the photography for inside the restaurant, art directed the interior and created Rosewood’s communications and social strategy.

IMPACT

In May of 2018, Rosewood opened its doors for business. It has received generous and repeated recognition from the press, including Travel + Leisure, Pat’s pick from Texas Monthly, named Best of Austin from Austin Chronicle, and a solid organic following from social influencers. The intersection of good strategy and beautiful design, combined with excellent service and 100-day dry-aged wagyu steaks, makes the Rosewood brand successful. In 2022 Rosewood was voted one of America’s top 50 steak houses in America.