Objective: To redesign the branding for Lawry's, a restaurant born in Beverly Hills that is famous for serving prime rib.

Thought Process: I noticed that their current branding focuses on luxuriousness and simplicity, which complements the upscale restaurant's menu ($53 for a regular cut of prime rib).

What shocked me while researching about Lawry's is that most of their recipe, menu, restaurant equipment, and servers’ uniform have not changed since they first opened in 1938. I wanted the new brand concept to maintain the retro vibes that they have been keeping for over 80 years.