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Bosie Tea Parlor was a renowned award-winning afternoon Tea Service with pastries, as well as a delectable Café, & Restaurant located in New York City’s Greenwich Village. a+ was charged with everything from rebranding featuring custom logo illustration, scouting, restaurant & bar design, menu & packaging design and executive management while re-launching at it’s new home on La Guardia Place. The locale was a comforting home to many & known for having the best tea selection, croissants & Isaphan pastry in the city. It was beautiful to finally have Bosie's look match its taste.
“A full end-to-end" project, from paper to brick & mortar, we were as much challenged, as we were pleased with the outcome. Our first ever restaurant design, it came naturally to us because we believe every brand must come to life through experiential. This was the real test, & we are so happy with what we achieved. We swear, even the tea sandwiches tasted better along side the calming hue of our signature color: hand-selected to capture the iconic Parisian oxidized copper rooftop green.
Everything but the name had to go! a+ lead ideation & strategy from real estate re-location, to brand identity, fundraising strategy & pitch deck development, to menu design & culinary curation. Due to a series of events, a+ also took over as project manager & launch director for the restaurant’s go-live, serving as a leader for the management team as a direct support & report to the company President who was overseas. The brand, already a West Village darling, grew to expand into a whole new community in Greenwich Village, as well as in its significantly elevated and more elegant, robust offering.
The New York community and beyond. The brand has a loyal following in Europe and Asia.
Inspired by the Parisian origins of the brand – and its award winning Patîssier Chef Damien Herrgott, – we were inspired by the iconic oxidized copper skyline of the city of light for the leading green color of the brand.
An integrated & elevated brand that felt cosmopolitan and sophisticated, taking the company out of its “hole in the wall” vibe, to a more prominent location, worthy of the café-turned-restaurant’s offering.
Taking a page from its namesake from “The Picture of Dorian Gray” – the brand’s new logo: ornate, yet playful, but most importantly: elegant. Illustrated to maintain a regal feel, with a hand-sketched texture that makes it feel nostalgic, yet current.
Packaging design that encapsulated every inch of the brand.
Contemporary typography brought this brand into a clean & contemporary space, prioritizing legibility and a modern feel.
Packaging that became collectible. We decided to print on recyclable aluminum tin packaging so as to accomplish our sustainability initiatives, as well as our goals to elevate the brand. They were never recycled, because customers ended up never throwing them away! They became collector’s items amongst the Restaurant & Café’s loyal following.
“I was looking to have a brand where i could finally see myself in; one that was worthy of our 10+ years in business. a+ helped us see ourselves as we hadn’t even imagined we could. I am so grateful to them for launching the restaurant in my absence & at such a level of excellence.”
The brand aesthetic was integrated to perfection across web, packaging, business collaterals, menu design – even to floral design. We swear the macarons even tasted better when served out of their custom box.
“As a loyal customer of at least 7 years, it was so much nicer to be able to hold court and frequent the much nicer space; i was super proud of the brand, so I was so happy to recommend it.”
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