"Keith McNally wanted to open a classic French brasserie in the east SoHo neighborhood. He asked us to collaborate in the creation of an integrated and extensive brand identity that would imbue the brasserie with an authentic French ambiance. From the façade awnings and signage, to menus and matchboxes, we worked on every part of the Balthazar brand to give it the feel of a place that had evolved over time to become the institution that it is now. A key strategy was to develop tools and materials that would allow the Balthazar Restaurant Brand to grow beyond the walls of the brasserie itself. So when the client decided to open a separate bakery, we were able to create an equally well-defined identity that would stand on its own while building on the success of the parent brand. Balthazar has become a singularly successful and multifaceted luxury brand."