A new house in Paris fine dining.

Brief

Chef Lior had spent six years in two-star kitchens before deciding to open his own house in the 11th. The cooking was already worthy of a star. The brand was a chalkboard at the door and a website built in a weekend. The work was to give the cooking the brand it deserved — from the typography on the menu to the photography to the way a Michelin inspector would read the room before their first bite.

Challenge

Build a brand worthy of star ambition without the typical fine-dining clichés (gold serifs, French-only menu, ten-page wine list). Earn early press coverage to drive reservations during the critical first six months when reputation is set.

Our approach

Three months in the kitchen and the dining room before drawing anything. The brand that emerged is dignified but warm, contemporary but timeless. A custom serif designed to read beautifully on both menu and signage. Editorial food photography that respects the dish without fetishizing it. A reservation site that doesn't require a phone call. Press strategy targeting the food critics who matter and the influencers who count.

Outcome

Fully booked Friday/Saturday evenings within three weeks of opening. Strong press coverage in the first quarter. Reservation funnel mostly digital, freeing the front-of-house team from phone duty. The restaurant is positioned for star consideration during the next Michelin cycle.