“Identity design for the Italian restaurant inside Macy’s Herald Square, NYC”
a surprisingly elegant shopping respite
STELLA 34 TRATTORIA
Stella 34 Trattoria is an Italian restaurant on the 6th floor of the famous Macy's Herald Square. The restaurant is not what you would expect in the middle of a department store: a wall of windows flanks the side of the restaurant, three prominent wood ovens are displayed in the open kitchen and the soft hues of the space make it feel even larger than life, making Stella 34 a serene escape from the craze of shopping. I created a bold typography-focused identity - including packaging, signage and advertising - that played into the airy atmosphere and colorful menu. By juxtaposing bright, warm colors against a clean white slate, I developed a sophisticated yet light-hearted brand.
Logo/font identity: Ashley K. Min; Photography: Claudia Ficca, Evan Sung
All other design: Michelle Silver