With a handful of restaurants, appearances on TV Shows and a cookbook, Chef Edward Lee has garnered attention from foodies all over the globe. Our experience preparing his first restaurant, 610 Magnolia, for the world’s attention during his Top Chef debut developed nicely into the branding of his second and third restaurants, MilkWood and Whiskey Dry.
Working with Edward we developed a logo and menus that fit in with his eclectic vision for MilkWood. We incorporated custom illustration and lettering for southern appeal. With tourists and others in mind we used responsive web design to give users a clear experience across devices. We were able to easily integrate reservations and social media to facilitate the inevitable conversation amongst diners.
Learn more about our process
Southern, Urban & Eclectic
Located in the heart of Old Louisville, 610 Magnolia’s menu is a modern approach to the Southern Table.Louisville is at the intersection of many different traditions and cultures that make up this historic city. The cuisine at 610 Magnolia aims to celebrate everything that is Louisville, both historic and progressive, diverse and complex.
We worked closely with Chef Lee to develop a website that reflected his southern inspired cuisine within the context of a fine dining experience. We incorporated custom illustration reminiscent of botanical culinary etchings to bring in a historic, vintage feel. Subtle animations and a layout that breaks the traditional grid juxtapose these illustrations to add a more modern feel. Ultimately, the site was made to feel upscale and exclusive, while still giving the user a sneak peek as to the menu variety.
Chef Lee’s third Louisville establishment Whiskey Dry, a casual burger and whiskey bar located in the heart of downtown at Fourth Street Live!, will feature more than 200 whiskeys from America, Ireland, Japan and elsewhere. Customers will be able to drink the whiskeys on the rocks or in a cocktail, and each burger will have a suggested whiskey pairing.
Our latest work for Whiskey Dry includes the logo, menu and website. The concept is a throw back to a conventional American diner, but with an upscale menu in an approachable setting.