Maison Margaux

My Role: Brand Identity, Web Design

Timeline: 12 Weeks (August-December 2024)

Tools: Illustrator, InDesign, Photoshop, Figma

Problem to Solve
The restaurant's previous branding failed to capture the essence of modern Parisian elegance and didn't resonate with the community in the North Loop.

Overview
I was in Minneapolis for a wedding and decided to check out Maison Margaux with my parents. The food and atmosphere were fantastic, but I couldn't help but notice that the branding felt a bit off—kind of gaudy and not really in tune with what the restaurant was all about. I saw it as a fun opportunity to dive into a rebranding project and give this wonderful French brasserie the identity I thought it deserved.

Brand Kit

Logo Animation

Masthead Logo

Colors

Pattern

Typography

Audience

Established in 2023, Maison Margaux is a French brasserie in Minneapolis's North Loop neighborhood, occupying the historic Ribnick Furs building. Founded by celebrated Twin Cities chef David Fhima and his family, the restaurant aims to capture the spirit of La Belle Époque, offering a modern interpretation of classic French cuisine.

Maison Margaux attracts a diverse audience, including food enthusiasts eager for high-quality French cuisine, young professionals seeking a chic dining experience, and event hosts looking for a stylish venue. Wine lovers are drawn to its extensive selection of over 860 wines, while cultural explorers appreciate the immersive Parisian theme.

Insight

The insight for this rebrand really came to light during the iterative process. At first, I thought I had nailed it with my initial concept, which you can see below. But after going through several rounds of critiques, I realized I could refine the logo even further. The final design ended up being much more recognizable at smaller sizes, better capturing the tone I wanted to convey, was more symmetrical, and it really stands out on its own. This project reminded me just how valuable outside opinions can be—they were essential in helping me elevate the design to truly fit Maison Margaux.

Logo Progression

1st Round

2nd Round

3rd Round

Final Round

Application

mail

Social

Socia

Website

Final Thoughts

created a brand identity for Maison Margaux that really brings together refinement and modern flair, giving the restaurant a fresh image while staying true to its French brasserie roots. The new design strikes a nice balance between sophistication and contemporary style, steering clear of anything too flashy and opting for a more understated elegance instead. This refreshed identity is versatile, fitting seamlessly across everything from the restaurant's physical space to its digital presence.