Case Study: Après

French–American Fusion Restaurant
Scope: Naming · Logo Design · Brand Identity

Overview

Après is a French-American fusion concept blending upscale comfort food with relaxed bistro energy. The name — French for “after” — captures the spirit of winding down, sharing a meal, and savoring the in-between moments.

Challenge

Create a brand that:

  • Feels elevated but unpretentious

  • Marries French charm with American warmth

  • Works seamlessly across print, digital, and interior applications

Solution

I developed a bold, custom wordmark that balances movement and friendliness. The exaggerated A adds instant personality, while the handwritten feel nods to both Parisian cafés and classic Americana signage. The subline (“French – American Fusion”) is clean, minimal, and grounded.

The color palette evokes both rustic dining and modern hospitality. Each tone was chosen for maximum contrast and adaptability across touchpoints like menus, signage, and social.

Result

The result is a fresh identity that communicates flavor, approachability, and a subtle sense of occasion. Après feels just as at home on a cocktail napkin as it does on a neon sign. Early feedback has been overwhelmingly positive from stakeholders and test audiences alike.

The word 'Après' written in black cursive on a white background.
The word 'Après' written in black cursive handwriting on a white background.
A black and white logo with a stylized baguette above the text 'Après' and the words 'French-American Fusion' underneath.
Logo with a stylized letter 'A' surrounded by text that reads 'Alexander St. Rochester, New York 235'.
Plate of assorted French and American fusion sushi rolls with a graphic overlay reading "Apres French-American Fusion".
A person's hand holding a pink menu for a restaurant called Après, showing sections for appetizers, cocktails, main courses, and beers, with small illustrations of a tomato and a cocktail glass at the bottom.
A sign for the restaurant Après, featuring a red cursive logo, framed in gold, mounted on a beige tiled wall in a dimly lit setting.
ESPRESSO.png
A floral cocktail with a slice of dried lemon on top, served in a ribbed glass, placed on a paper napkin on a round metal tray.
Takeoutbag.png
Person wearing a white t-shirt stacking white plates in a kitchen or restaurant setting.
A collage showing the progression of the word 'après' in different fonts and styles, with some images of food, design palettes, and digital screenshots interspersed throughout.