THE LITTLE ROOM | LOS ANGELES
The Little Room team brought me on to design a logo for a new restaurant built around the idea that it had occupied the same Los Angeles location since the 1920s. The concept imagined a space that began with Art Deco roots and gradually evolved, layering on design elements from each passing decade.
The Little Room Mockups
The Little Room Mockups
TLR Menu Mockup
TLR Menu Mockup
PROCESS
With the lettering direction wide open, I explored a range of tonal styles to gauge what resonated. We landed on a delicate script inspired by the late 1940s, paired with supporting typography and design elements that retained the spirit of the deco period. A distinctive shade of green selected early by the client, helped anchor the identity across the brand.
I designed the menu layout with an emphasis on cocktails and beer as the mainstays, while allowing flexibility for rotating food specials. Daily specials were intended to shift based on seasonal ingredients and what was available from local grocers. To support that, I built the menu system around a consistent base layout, with space to “tack on” small cards that could be printed in-house. This approach kept reprints minimal while reinforcing the idea of a restaurant that evolves day by day.
Early TLR Sketches
