The O Group

The Situation

Ai Fiori, “Among the Flowers” in Italian, is located in Manhattan's stylish Setai Fifth Avenue Hotel. The cuisine from the Italian and French Rivieras showcases modern takes on traditional dishes. Altamarea engaged us to create the brand identity for this new restaurant.

Our Work

We researched the competition and worked closely with the Setai team, as well as the Chef and management, to understand the business from every angle. This foundation led to a strategy that bridges the gap between old-world Mediterranean fare and a modern point-of-view. It’s elegant but approachable, with bright pops of color and unexpectedly placed graphics. The direction not only illustrates the name of the restaurant, but also references the rich tradition that inspires its food in a fresh, contemporary way.

Results

We’re proud to have played such an important role in Ai Fiori’s success by building a strong platform, voice and visual identity for the brand. Our strategic recommendations are paying off—and we got a “Bravo” from Michael White. Right back at you, Chef.