The event was an invitation-only luxurious dining experience, a soft launch for a new restaurant in the Lower East Side, secretly put on by Blank Street. The identity needed to juxtapose the Blank Street brand, so that the real event was a surprise for the guests. We wanted it to be contemporary and fit in with the NY culinary scene, but have an essence of mystique that would draw guests in, while still incorporating elements of the branding of our summer cold brew menu.