Monarch: An Italian Steakhouse Elevated
Monarch is a luxury Italian steakhouse located in the heart of downtown Dallas, known for its stunning skyline views, impeccable service, and elevated dining experience. Operated by Maple Hospitality Group, the restaurant is celebrated for its open-fire cooking, showcasing dishes that highlight the rich flavors of Italian cuisine.
Despite its popularity, the brand had started to feel disconnected from its menu and culinary roots. Monarch’s branding leaned heavily into a "royalty" concept that, while evocative, confused guests and critics alike about the restaurant’s focus. Many assumed the cuisine was British or another royal-inspired fare, overlooking its deep Italian influence. Maple Hospitality Group brought me in to align the brand’s identity with its authentic Italian culinary experience while preserving the equity of its existing logo.
Background
The primary challenge was to reimagine Monarch’s brand identity without altering the logo, which held strong recognition and equity in the market. The goal was to modernize the brand, better communicate its Italian roots, and seamlessly integrate elements of royalty that felt authentically Italian rather than generic. Additionally, the photography and social media content needed a fresh direction to highlight the dishes and experiences that truly set Monarch apart.
Challenge
PROCESS
To bridge the gap between the restaurant’s visual identity and its culinary story, I introduced brand elements inspired by Italian royalty and culture. This approach preserved the "royalty" theme while grounding it in authenticity.
Design Flourishes: I incorporated design details inspired by Italian architecture, intricate scrollwork, and regal motifs from Italian history, creating a subtle yet unmistakable nod to Italy’s rich heritage.
Color Palette and Textures: The brand’s palette was refined to include earthy, Tuscan-inspired tones and luxurious gold accents, reflecting both the warmth of Italian culture and the elegance of the dining experience.
1. Infusing Italian Culture into the Brand
I worked closely with the team to ensure social media content showcased the heart of Monarch’s Italian flavors. Posts featured vibrant, artfully plated dishes such as handmade pasta, wood-fired steaks, and antipasti spreads, paired with wine from Monarch’s curated collection. Captions and storytelling focused on the craftsmanship and passion behind the menu, emphasizing its Italian roots.
2. Revamping Social Content
I art-directed a photoshoot to modernize the restaurant’s visual presence. This included:
Focus on Hero Dishes: We highlighted signature Italian dishes, such as handmade burrata, house-made pastas, and decadent tiramisu, ensuring the photography exuded authenticity and sophistication.
Atmospheric Shots: Capturing Monarch’s ambiance—skyline views, luxurious interiors, and tables set for celebration—brought the restaurant’s elevated experience to life.
Dynamic Food and Beverage Pairings: We emphasized the pairing of dishes with Monarch’s wine and cocktail offerings, showcasing the full dining experience.
3. Art Directing the Photoshoot
4. Balancing Legacy and Evolution
Preserving the logo while modernizing the brand required a careful balance. I added brand elements that enhanced its regal feel but subtly redirected the focus to Italian elegance. This approach respected the restaurant’s established identity while opening the door to new storytelling opportunities.
