In Southern California, Chef Seth Miller is transforming dining with innovative pop-up experiences. As his career flourishes, he invites food lovers to enjoy a blend of traditional techniques and modern Asian flavors. All he needed was a brand identity that aligns with his philosophy on cuisine.

As Designer and Art Director, I worked with Miller to explore logo ideas which incorporated themes of the nature of “hedonism”: indulging in life’s greatest pleasures. Namely, really good food. 

In the end, we landed on a hand-written logo with deep green colors that reflect the seriousness of his craft juxtaposed against approachable hand-drawn elements—speaking much to complexity of Miller as a chef, and his pop-up flavors.