LEKU

fish & garden

REBRANDING hottest Michelin Guide Restaurant:

Executing a logo, menu, & identity rebrand for Leku Fish & Garden.

Overview

Located within the Rubell Museum in the Allapattah neighborhood, Leku Fish & Garden brings the pleasures of eating in Spain's enchanting Côte Basque to Miami. Operating in a highly saturated fine dining market, the Leku team comissioned me to build on their existing brand in a way that leverages and showcases the unique aspect of their dining experience to boost sales and customer retention.

Brief

With a saturated F&B market in Miami, Leku wanted to create more of a Value Proposition that would differentiate them to consumers.

Rebranding to Leku Fish & Garden, their chef, Chef Carlos Garcia created an entirely new menu of food and needed a visual aesthetic to reflect the identity that would be integrated onto their website, menu, and physical banners in the surrounding neighborhood.

Tools

Photoshop, Illustrator

Timeline

Feb - March 2024

Location

Miami and remote

Team/Partners

Owners (Jeffrey Chodorow & Terry Zarakian), General Manager, digital consultant.

Impact

Features in WorldRedEye, Miami Herald, Eater, Miami New Times.

Logo design
Stakeholder workshop
Brand guidelines
Banner design
Liasoning with vendors

HOW I ADDED VALUE

Logo design

Leku Miami’s team decided to rebrand to Leku Fish & Garden in an effort to differentiate themselves as a niche Basque dining experience. I was comissioned to redesign the logo and identity.