Novo
NOVO provides a journey through contemporary Mediterranean cuisine in a comfortable yet elegant atmosphere that entice the senses. We worked on an identity that represents a rustic and timeless design.
The Challenge
Novo offers a journey through contemporary Mediterranean cuisine in a comfortable yet elegant setting in Ridgewood, New Jersey. The challenge was an identity that entices the senses the way the food and the room do: rustic and warm, but timeless rather than trendy. A restaurant's brand has to work everywhere at once, on the sign, the menu and the screen. And its website has a simple, unforgiving job: make someone hungry, then make it easy to book a table.
Our Approach
We built an identity around that rustic yet timeless feeling: a classic serif wordmark with a starburst mark, set against rich food photography and natural textures. The site carries it into a dark, candlelit palette with gold type, setting the tone before a guest ever arrives. The homepage announces "a new kind of Mediterranean." From there, everything a diner wants is one click away: the seasonal menu, a gallery of dishes, reviews and recognition, hours, parking and a map, and a reserve button that never leaves the navigation.
The Outcome
A rustic, timeless identity that captures Novo's contemporary Mediterranean experience, setting the mood and enticing the senses well before the first course. The restaurant's awards and press praise are presented with pride, the practical details are effortless to find on a phone, and the path from curiosity to reservation is short. Every choice points at the same experience: elegant, comfortable and sensory.
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