Bistrot Leo

Brand Identity, Campaign, Hospitality
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Bistrot Leo
Bistrot Leo 

We recently completed a creative brand identity project for Bistrot Leo at 60 Thompson, a French restaurant seeking to revitalize its image while retaining its traditional essence. We embarked on a comprehensive branding overhaul, starting with a brand-new logo and logomark, designing menus and printed materials, and establishing an unforgettable character to embody the Bistrot’s personality.

Brand Identity for Bistrot Leo

Through meticulous ideation and brainstorming sessions, we brought to life the brand’s identity by creating Leo, a dandy lion that embodied the restaurant’s core values. With Leo as our guiding light, we crafted a cohesive storyline around his persona, a blend of timeless elegance and trend-setting style that resonated with the restaurant’s clientele.

From the overall aesthetic to the smallest details, our team ensured that every aspect of the branding was consistent with Bistrot Leo’s identity. As a result, the Bistrot Leo brand now has a fresh, cohesive, and compelling image that resonates with its audience, giving it a competitive edge in the market.

Bistrot Leo poscard 2
Bistrot Leo business cards2


We created a complete set of stationery, including business cards, letterhead, and other collateral materials.
This process also involved designing various iterations of their menus, as well as an extensive in-room menu for the hotel.

Bistro Leo Menus close up

Art Curation

The project also called for creating and curating art for two large walls in the restaurants. The art had to speak to french iconic moments and allude to french culture. 


Original Artwork

As part of the brand identity, we created original artwork based on late nineteenth century gravure imagery. These four pieces feature Leo in various settings, enjoying the simple pleasures of life.

Bistrot Leo Gravures

Signature Art

In our pursuit of crafting exclusive pieces of art, we fashioned a portrait of Leo – a captivating figure renowned for his intrigue and worldliness. This artwork is a testament to our commitment to producing one-of-a-kind creations. In the portrait, we see Leo dedicating it to the restaurant owner, enhancing its uniqueness with a personal touch.

Bistrot Leo Astronaut Frame
Bistrot Leo John McDonald

Client Feedback

“There are so many moving parts to consider when launching a new restaurant, that it’s a relief to have a team dedicated to crystalizing a cohesive brand identity and a message that will cut through the noise and will resonate with our customers. Working with PlanetFab Studio is a no brainer: They bridge smart design & creativity, with a constant collaborative approach.”

John McDonald
Mercer Hospitality Group
New York

Client: Mercer Street Hospitality Group
Creative Direction: Fabrice Frere, Michelle Keller
Design: Fabrice Frere, Michelle Keller
Special Thanks: Cameron Roby-Mais
Production: PlanetFab Studio
Check-out the food!


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