Following our work on the Pasta Beach website and their new Boston location, they asked us to develop an identity for Mr. R, their new restaurant concept. The concept was fast-casual street food with a refined twist, and the identity we developed for Mr. R combined playful elements with classic design references for a modern play on a vintage look. We developed a customer experience through the menu design that encourages playfulness and individuality—increasing the diners’ connection with the dishes that were meticulously crafted by Mr. R’s executive chef.