Lutèce was created as the evolution of Café Bonaparte, a long standing Georgetown restaurant seeking to introduce a more contemporary culinary vision while preserving its neighborhood charm and European roots.
Named after Lutèce, the ancient Roman city that later became Paris, the new concept was shaped in part by the arrival of Executive Chef Matt Conroy, whose experience in acclaimed New York kitchens helped define a more modern approach to French-inspired dining.
The challenge was to develop a visual identity that balanced contemporary sophistication with the warmth, authenticity, and European character that define both the restaurant and its culinary philosophy.
Brand Identity
Website Design
Print Design
The team
Art Director:
Alejandra Serpa
Year
2021
Brand Applications
The identity was designed to extend beyond the logo, creating a cohesive system that could support every aspect of the guest experience.
From menus and printed materials to uniforms, packaging, signage, and merchandise, each touchpoint was developed to reinforce Lutèce's contemporary European character while maintaining a sense of warmth, craftsmanship, and approachability.
The result is a flexible brand system that feels consistent across physical and digital environments while allowing the restaurant's culinary experience to remain the focal point.
The rebrand successfully transformed Café Bonaparte into Lutèce, establishing a distinctive identity that reflects the restaurant's contemporary culinary direction while preserving its European character and neighborhood appeal.
The resulting system creates a cohesive and memorable brand experience across physical and digital touchpoints, positioning Lutèce as a modern destination for French-inspired dining rooted in quality, authenticity, and hospitality.
The identity provided a flexible foundation for future growth while helping communicate the restaurant's unique balance of elevated cuisine, approachable atmosphere, and contemporary European sensibility.
