Hospitality / Restaurant
An identity evolution, creative-direction, content, social-media management, and web project built around one coherent 7th Avenue experience.
Client overview
Measurement context / Public Instagram post count / 15 September 2026
The engagement developed 5th Avenue into 7th Avenue as a broader evolution of the identity—not a simple change of number. It brought branding, creative direction, content creation, social-media handling, and web design into one system for two Brussels restaurants, with a shared visual language across the venue, menu, drinks, people, posts, and digital experience.
Inside the work
The interesting part of this project is the space between continuity and change. 7th Avenue needed a name people could immediately read, without losing the character already carried by the old wordmark. That decision had to survive beyond the logo: on a menu, in a post, and on a phone-sized screen.
The earlier mark's rounded Avenue lettering and long curved flourish provided a recognisable starting point. The new numeral and ordinal bring the renamed restaurant forward. Placing the two marks side by side makes the design question tangible: how much can change while the business remains familiar?
The desktop and mobile views carry the restaurant's atmosphere into a practical journey. Food imagery gives visitors a reason to explore, while the menu, language options, and reservation route answer the questions that matter before a visit. The smaller screen is a real use case, not a cropped version of the larger one.
Drinks, dishes, the venue, and the people behind it give the content library several ways to speak. A shared visual direction lets those subjects change from post to post while the restaurant remains recognisable. The identity becomes useful because it can organise new material, not only frame a launch image.
Creative Direction & Branding
The identity evolution and logo redesign belong to the wider branding engagement, supported by concept development and creative direction.
Brand direction
Reference gathering made the intended world visible before final design decisions were made. Moodboards tested atmosphere, tone, typography, colour, composition, personality, and positioning, allowing the client and creative team to compare territories and agree on the direction the identity needed to hold.
Logo redesign
The transition was treated as a broader identity evolution, not a number swapped inside an existing logo. The work considered how the name, typography, composition, proportions, and supporting visual language could move together while preserving recognition and giving 7th Avenue a clearer expression of its own.
What existedthe original 5th Avenue name appeared in a compact black wordmark with rounded, playful lettering. The small ordinal sat above the numeral, while the sweeping curve beneath the letters gave the mark a distinctive, informal character.
What changedthe wordmark now presents the 7th Avenue name while retaining the familiar Avenue lettering and its curved flourish. The updated numeral and ordinal make the new name immediately visible, so the identity feels connected to its predecessor without looking like a different restaurant.
The move from 5th Avenue to 7th Avenue changed the name people would look for, say, and remember. Simply replacing the numeral inside the old mark would have explained the rename, but it would not have given the new identity a considered visual direction. The redesign needed to make the transition clear while keeping enough familiarity for people who already knew the restaurant. That is why the name and lettering were considered together with the mark’s proportions and composition, rather than treating the logo as a single word to edit.
A logo is rarely seen in isolation: it has to sit comfortably beside a menu, on a social post, within a website, and wherever else guests encounter the brand. A more deliberate wordmark gives those applications a common starting point, so the new name reads as part of one identity rather than an isolated graphic update. The intention was continuity with room to grow. The previous mark remains a reference to where the restaurant came from; the new one makes 7th Avenue legible as its own chapter, while the wider creative direction carries that decision into typography, imagery, layout, and content.
Creative direction
The chosen territory became practical direction for communication and production: visual principles, content treatments, post structures, recurring elements, photography and motion guidance, and consistency checks. Client expectations remained part of the process through review and refinement rather than being reduced to a final reveal.
Web Design
The responsive website turns 7th Avenue's visual identity into a clear restaurant journey. Menu discovery, practical information, language selection, and reservation actions remain easy to find across desktop and mobile without losing the atmosphere of the brand.
Content Creation and Social Media Management
Planning, still and moving content, native post formats, publishing, account management, and community activity were coordinated into a repeatable system. This kept the brand consistent while allowing the feed to remain varied, useful, and alive.
Source and verification
Project association supplied in the research brief. Brand facts and assets are first-party. The public Instagram post count was recorded on 15 September 2026.
