Hilton approached us to create a Parisian-inspired brasserie concept designed to keep guests coming back.

I developed three identity directions for Ma Choupette (which means, “my cutie”). Each captured a different expression of French allure: chic, graphic minimalism and the bold red of a signature lip; the opulence of 1920s Paris through art deco–inspired motifs; and a fictional cabaret star, bringing the brand to life as a vivacious persona.

While the concepts didn’t move forward, the work became an exploration of how far a brand can stretch, using storytelling, character, and visual language to create something transportive and unforgettable.

AKA, a dream restaurant brief for a devoted foodie.

Client: Hilton Hotels & Resorts
Services: Logo + Identity + Print Design
Design: Amy Borg, Sarah Reed
Creative Oversight: Noah Mooney
Year: 2023