Marguerite Lutton

Design & Art Direction

Atelier Crenn

When chef Dominique Crenn hired me to help brand her first solo project — Atelier Crenn Restaurant, I couldn’t believe it. I was thrilled to the likes of a starry eyed teenager to be part of such an incredible team.

Dominique and business partner, Michele Astorian, were clear in their mission: spare no detail and work with the best talent in the world. Dominique’s work is revolutionary and breakthrough, truly artwork not just for the palette, but all in all a full-blown sensory cavalcade. She is the first woman in the U.S. to have a restaurant with two Michelin stars, and in ad speak, that’s even bigger than a Clio award. Amazingly, through all the pomp and excitement that surrounds her, she remains utterly organic and earthy – the two key elements I hoped to highlight in shaping her brand.

Crenn_Branding6_Lutton

Marguerite Lutton Design

When we first started discussing ideas, Dominique was certain of one thing: She wanted a circle incorporated into her logo. I was clear that this circle could be found in nature. Thus began my exploration and delivery of, “A Visual Presentation of Color, Type, Object and Emotion”, a 35 page mood board and visual case study.
Marguerite Lutton Design

I think we ended up with just the right mark for what Dominique had envisioned, an homage to nature in its “nestlike” shape combined with a simple yet elegant hand drawn typeface. In keeping with the organic tone we had established, I had the signature elements for the restaurant letterpress printed on gorgeous uncoated paper.

Marguerite Lutton Design

Lutton_0005_5

Crenn_Branding7_Lutton

Marguerite Lutton DesignMarguerite Lutton Design

Dominique and Atelier Crenn are regularly featured in the press in publications such as: The Wall Street Journal, Vanity Fair, San Francisco and W magazines.