Smith & Wollensky

Project Overview

Smith & Wollensky began in 1977 in New York City, founded by Allan Stillman as a bold destination for classic American steakhouse hospitality. Now a legacy brand with iconic locations across the U.S. and select international cities, Smith & Wollensky continues to embody its heritage with a timeless, confident identity that celebrates its storied past. The Boston location, set on the city’s waterfront, needed an update that honored its legacy while elevating the guest experience across visual and functional touchpoints.

Design Approach

We extended the existing Smith & Wollensky identity with a refined visual language rooted in classic Americana and updated elegance. A tailored typography palette—Griffon, Fairplex Wide, Engravers Gothic, and Anomoly—was deployed to create a hierarchy that balanced prestige with warmth. Rich hunter green, brass accents, and subtle art deco motifs created a polished visual tone across printed and digital materials. We introduced a suite of printed collateral including the “Caviar & Bubbles” menus, event sales tools, and location maps—each designed to reinforce S&W’s premium positioning while remaining functional for operations and sales.

Outcome

The refreshed materials successfully positioned Smith & Wollensky’s Boston location as a modern yet iconic destination—equipped for both high-end dining and private events. The new menu suite improved guest navigation and brand perception, while the private dining collateral helped the sales team communicate scale, flexibility, and waterfront appeal. Through a careful blend of heritage and polish, the visual system elevated the guest experience without compromising the legacy at the heart of the Smith & Wollensky brand.