Matt Willey and team developed the brand positioning and visual identity for Super Peach around a central idea: contrast.
Working with illustrator Pol Montserrat, the team designed a family of hand-drawn wordmarks that are used interchangeably throughout the system, creating a dynamic identity that complements the restaurant's energy.
Momofuku was founded by chef David Chang in 2004 with the opening of Momofuku Noodle Bar in New York. Noodle Bar became known for reshaping Asian-American cuisine and challenging dining conventions with a bold and innovative approach. In the past 20 years, Momofuku has opened over 15 restaurants across North America, each building on chef Chang's vision of boundary-pushing cuisine. Super Peach, located at Westfield Century City in Los Angeles, is the latest evolution of Momofuku.
Super Peach brings Momofuku’s subversive spirit to an all-day, upscale casual format with sharp service designed for everyday dining. The 196-seat space is immersive and energetic, with a fish counter, open kitchen, and lively bar creating movement and buzz throughout the restaurant. The menu offers American classics reimagined through the Momofuku lens. Familiar, craveable formats are elevated with layered flavors and innovative techniques.
Pentagram developed the brand positioning and visual identity for Super Peach around a central idea: contrast. Super Peach embraces its position at the intersection of familiar and surprising, polished and playful, and sweet and spicy. Working with illustrator Pol Montserrat, the team designed a family of hand-drawn wordmarks that are used interchangeably throughout the system, creating a dynamic identity that complements the restaurant's energy. The visual language was expanded to include a set of hand-drawn illustrations that provide bursts of character and humor across applications.
The primary typeface employed in the system is ABC Repro from Dinamo. ABC Repro is a functional typeface that provides a clear, understated backdrop for the rest of the brand identity. A black and white palette ensures clarity and consistency across communications while the logos and illustrations take center stage. The team extended the design system across all of the restaurant collateral, including menus, stationery, postcards, coasters, to-go bags, and uniforms.
Office
- New York
Partner
Project team
- Jonny Sikov
- August Dine
Collaborators
- Pol Montserrat, illustrations
