Social Reserv: Turning intimate dinners into a dining society through a new name and identity.
Scope
[ 01 ] Brand Identity
[ 02 ] Logo Design
[ 03 ] Type System
[ 04 ] Brand Patterns
Industry:
Hospitality Tech
We had a great opportunity to partner with Tinywins and their team for a really exciting dining app launching in NYC called Social Reserv. I was lucky enough to drive the initial logo and brand identity. The brief was to explore a really fun and unique approach, one that captured the energy of an intimate dining society, with a visual language that felt both nostalgic and forward-thinking.
We had established a clear strategic direction, landing on a Luxury Retro Modern visual territory, a brand world inspired by New York's most iconic destinations, drawing references from the likes of Cartier, YSL, Aime Leon Dore, and Campari. The idea was to blend classic sophistication with a contemporary edge: warm colour palettes, distinctive typographic character, and a '60s-inspired aesthetic that felt youthful and fresh without losing its timeless appeal.
From there, my role was to take that territory and push it into a fully realised identity. I explored multiple logo concepts from elegant serif wordmarks rooted in classic sophistication, to bolder, more characterful directions where nostalgia was expressed through a contemporary mark with custom letterforms and personality. The process was about finding the sweet spot between exclusive and approachable, between retro and relevant.
The final identity carried that balance through a logo system that could flex across the app, website, and brand touchpoints, all handed off to the development team to bring to life.
