SBE
Los Angeles
Experiential
From Concept to Experience: Designing World-Class Culinary Brands with SBE
2023
SBE, a global leader in lifestyle hospitality, is known for its innovative culinary and hospitality brands that set new industry standards. I partnered with SBE to help shape the branding, strategy, and environmental design for some of their most prominent food and beverage properties, including Krispy Rice, Carna, Bottega Di Carna, Katsuya, La Gente, Ella Mia, and Sam’s Chicken. My relationship with SBE was built on a foundation of collaboration and mutual trust, which allowed me to work closely with their team on multiple projects. This strong partnership resulted in repeat opportunities to help evolve their various restaurant brands and create experiences that reflect SBE’s commitment to excellence and innovation in hospitality.
Krispy Rice
Challenge
Krispy Rice needed to stand out in a highly competitive fast-casual dining landscape, balancing the elevated sushi experience with convenience. The challenge was to create a playful brand identity that could break down barriers while maintaining quality.
Approach
The brand’s aesthetic leaned into playful, bright visuals, drawing inspiration from the Japanese concept of “Genki” (energy). We created an approachable, vibrant brand with bold colors and clean lines, conveying a carefree, accessible vibe without sacrificing the quality of the sushi.
Execution
Krispy Rice was built around efficiency, artistry, and hospitality. The design was applied across physical and digital platforms, including packaging and the website. The brand emphasized quick, convenient dining while maintaining elevated quality and a distinct visual identity.
Results
The Krispy Rice brand quickly gained popularity, offering a high-end sushi experience in a fast-casual setting. The brand identity resonated with its target audience and allowed Krispy Rice to expand rapidly, gaining a loyal following.
Carna
SLS Duba, SLS Baha Mar, & Mondrian Hong Kong
Challenge
Carna needed a brand that honored the traditional craft of butchery while capturing the luxurious experience of dining at Baha Mar. The challenge was to balance Dario Cecchini’s artisanal expertise with a modern, high-end dining experience.
Approach
Carna was conceptualized as a tribute to butchery’s artistry. We designed a brand inspired by Dario’s respect for animals and culinary craftsmanship. The design combined sharp, old-world typography with modern elegance to create a luxurious yet grounded identity.
Execution
The brand for Carna came to life through precise typography and elegant interior design, aligning with Dario’s philosophy of honoring the entire butchery process. The restaurant was designed to reflect both tradition and luxury, with carefully crafted visuals and space.
Results
Carna became a top destination at Baha Mar, celebrated for its masterful storytelling, design, and culinary offerings. The brand effectively communicated the philosophy of Dario Cecchini, elevating the dining experience and building a loyal customer base.
Bottega di Carna
Mondrian Singapore Duxton
Challenge
Bottega Di Carna needed to differentiate itself from its sister restaurant, Carna, while maintaining the values of Dario Cecchini. Located in Singapore, the brand had to blend Italian tradition with a modern, approachable atmosphere.
Approach
Inspired by the concept of a traditional Italian “bottega,” we developed a brand that felt vibrant, welcoming, and modern. The design featured bright colors and playful elements, making the restaurant feel both familiar and exciting, while carrying on Dario’s values.
Execution
Bottega Di Carna’s design emphasized Italian charm with contemporary flair. The interiors were lively, filled with greenery, and the visual identity was bold and inviting. The branding was applied across all touchpoints to ensure a cohesive and memorable guest experience.
Results
Bottega Di Carna became the flagship dining experience at Mondrian Singapore, drawing guests in with its approachable, vibrant atmosphere. The brand succeeded in creating a unique dining destination that celebrates Italian tradition with a modern twist.
In addition to Krispy Rice, Carna, and Bottega Di Carna, I’ve had the opportunity to work on several other exciting SBE properties. These include the bold rebranding of Sam’s Chicken, the sleek, modern identity of EllaMia, the vibrant street-food aesthetic of La Gente Tacos, and the elevated culinary experience of Katsuya. Each project reflects SBE’s commitment to innovation and creating unforgettable dining experiences.
