Alderwood Santa Cruz
Translating a Michelin-caliber culinary vision into a tactile, sensory brand experience.
the story
The collaboration began with the restaurant’s 2019 launch and spanned a beautiful six-year run. While Alderwood recently closed its doors after leaving an indelible mark on the coastal dining scene, our creative partnership with the executive chef continues across his new ventures.
During Alderwood's prime, our role extended far beyond standard branding, blurring the lines between art direction and culinary consulting. Whether it was proofing the regional accuracy of the wine list or turning freshly painted oysters and champagne into quick-turnaround ads for the symphony, we operated as an extension of the kitchen. A text reading, "A big order of fresh ingredients just shipped, can you paint them this week?" was a normal, and always welcome, occurrence.
timeframe
2018-2025
tools
Illustrator • Photoshop • Indesign • Procreate • Microsoft PowerPoint
services
Brand Identity • Traditional Illustration • Graphic Design • Art Direction • Product Prototyping
problem
A new fine-dining restaurant aiming for Michelin recognition needed a brand that felt hand-touched and alive—not stock photography or digital renders—while still reading clearly on a phone screen and a leather-bound wine list.
solution
We developed the logo and the entire foundational brand system. The heart of the identity was rooted in the 55 watercolors Laura painted from life. Nothing was painted from photos. Every brushstroke was pulled directly from the real ingredient—from freshly popped champagne to oozy, cultured cheeses—carefully lit and composed so the menus felt like stepping into a palpable, slightly whimsical dream world.
"You're killing me with amazingness. It's perfect."
— Jeffrey Wall
Executive Chef & Co-Founder, Alderwood
From Sketch to Tactile Experience
A brand identity must live beyond the screen. Our exploration for Alderwood spanned from initial logotype iterations and menu typography to custom 3D-printed chocolate molds. By testing the brand across diverse textures and physical mediums, we ensured a cohesive sensory architecture that defined the restaurant’s physical atmosphere.
