Here at Ilan Dei Studio, our primary focus is to fuel growth for emerging brands by creating memorable customer experiences. As our clients' brands grow, we’re there to help them navigate their evolution.
Case in point: our friends at Lemonade recently expanded their seasonal, marketplace-inspired concept to San Francisco. They wanted to update their store environments in order to make an impact on the already-bustling SF restaurant landscape, so they approached us with a challenge: translate our brand for a new market, but keep it recognizable.
We knew their food would be a hit in Northern California, but they needed a warmer, more mature palette. We wanted to give Lemonade an environment that would resonate with SF’s discerning diners and provide a cozy retreat on foggy days. Through many iterations and discussions with Lemonade's leadership, we delivered a look we’re all proud of.
The colorful, shiny surfaces of So Cal gave way to neutral tones, matte finishes, more wood and richer materials for SF. Familiar wood grain contrasts against charcoal-gray plaster walls providing a background that allows the brand’s signature yellow to pop. We completely redesigned their furniture to incorporate solid wood and plush upholstery, increasing comfort and encouraging diners to linger into the evening hours. The custom ceilings arrange wood in unexpected, modern geometries and give each restaurant a hand-crafted, built-in feel. For the finishing touch, we created unique branded artwork for each store that adds a level of sophistication and ties the restaurant to its specific geographical location.
The end result is an inviting and intimate environment that handles the lunch rush as well as the evening dinner crowd. And though the restaurants are vastly different from their LA locations, the look is still distinctly Lemonade: a modern cafeteria setting that feels as bright and friendly as your own kitchen. As Lemonade continues to expand, we look forward to the challenge of translating the brand to fit its next neighborhood!