Restaurant Week

Branding and Art Direction

Restaurant Week is a highly anticipated culinary event celebrated in cities across the country, inviting diners to explore their local food scenes in a whole new way. For a week only, participating restaurants offer specially curated menus and enticing deals designed to draw in curious newcomers, encourage diners to try something different, and turn first-time visitors into loyal regulars. From neighborhood favorites to hidden gems and upscale dining experiences, Restaurant Week is an opportunity to discover new flavors, revisit familiar spots, and celebrate the creativity of the local culinary community.

The challenge was to create a campaign that felt cohesive and instantly recognizable across multiple cities while celebrating the unique character of each location. The visual concept centers on a bold, oversized fork, using its negative space to reveal the skylines and most recognizable architectural landmarks of each participating city. This simple yet clever visual device connects the campaign directly to both food and place, creating a memorable graphic that can be adapted to different markets while maintaining a consistent national identity.

To further connect the campaign to the dining experience, the visual system features two complementary modes: light palette for daytime lunch services and a dark palette for evening dinners. Together, they create a versatile visual language that adapts to different occasions while remaining unmistakably part of the same campaign.

Restaurant Week won Gold and Best of Show in the 2015 San Diego American Advertising Awards.