The Garden Room

Located at Buckhead Plaza, The Garden Room is an enchanted escape welcoming in its beauty and appealing through its casual approach. In this new space, the playful touches of this one-of-a-kind destination ask to be explored while enjoying craft cocktails or exciting wine offerings, all attuned to the chef-driven small plates menu. Nothing was overlooked in this welcoming and lush space, where nights will start with a wow and progress to an experience one will not soon forget.


The Challenge

To position and create the brand identity and digital experience for an all-new immersive garden bar and dining venue in the heart of Atlanta.

A Little Background

The Garden Room is the newest venue at The St. Regis Atlanta. With the same dedication to excellence shown in ATLAS, The Garden Room offers an array of craft cocktails, classics, champagnes, wines, tequila, bourbons, whiskies, cognacs, and after-dinner drinks all attuned to a highly edited small plates menu. The food menu includes dynamic small plates and desserts and is positioned to fulfill and appeal to all - welcoming everyone to the relaxed yet elegant environment and space.

Crafting the Logotype

Our aim for the logo identity is simple - classic, enduring & cool. Hard to do. Easy to see when you nail it. We explored retro fonts that evoke classism, hipness, and modernity in the early to mid-twentieth century. Re-imaged for today to illustrate a casual elegance that appeals to all and signals sophistication and excellence. We strived for understated elegance and a cool factor that people feel as much as they see.

The Garden Room logotype was inspired by the casual elegance and hand-drawn scripts of the post-war era. We carefully considered the character of the venue and its proximity to ATLAS - one of the top restaurants in the US, the South, and the city of Atlanta. The hand-drawn logotype is used extensively by the restaurant, including menus, the website, brochures, and other promotional or graphic communications.

Also, true to the eclectic and magical nature of The Garden Room, and to pay tribute to the antique carousel horse in the space, the carousel icon is a secondary element used sparingly in design. Its use is to support the identity across various applications such as menus, coasters, matchbooks, bags, etc.

Creating the Digital Environment

We embarked on a journey to invite - even in a digital space - the user into the Garden Room's experience. With a custom on-scroll animation that allows the user to explore through animation and interactions.

Fully scalable and responsive, the animation and interaction experience enhances the visitor's experience across desktop, tablet, and mobile.