Roles on project: Art Director, Designer, Copywriter, Naming and Doodling

In response to Peter Luger's vision for expanding into casual dining, we developed three distinct brand directions—each exploring a different visual territory: honoring 125 years of steakhouse heritage, cementing the brand's status as a living NYC icon, and bridging loyalists with a new generation of diners. Every concept translates fine-dining cues into a relaxed, approachable experience while ensuring the new venture feels unmistakably like part of the Peter Luger family.