Hilton approached us to develop a Parisian-inspired concept identity for a new brasserie within their resort portfolio. Designed to draw guests back time and again, the vision was to capture the glamour and indulgence of French cuisine and culture, creating an atmosphere both timeless and transportive.

Named “Ma Choupette” (meaning “my cutie”), I created three distinct concepts that each capture a different essence of French culture. One embraces chic simplicity, bold stripes, and the bold red of a signature lip; another channels the opulence of 1920s Paris through art deco–inspired motifs; the third brings “Ma Choupette” to life as a vivacious, Moulin Rouge–style cabaret star.

Although none of these made the final cut, the process was a joy: an exploration of storytelling and brand identity, and a dream 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