Willow & Ivy / Boston, MA / 2025Seeking to transform its signature restaurant into an elegant yet warm neighborhood hub, The Lenox launched its most ambitious redesign to date. The task was accompanied by a refreshed brand identity that draws inspiration from the interior’s botanical design and Back Bay’s impressive nature and architecture.
CreditStudio: B&Co.
Industry: Hospitality, Food & Beverage
Role: Art Direction, Apparel Design, Brand Development, Environmental Branding/Signage, Name Development, Photography Art Direction, Printed Collateral, Visual Identity, Website Design
Brand Direction
Rooted in the lush, botanical artistry of the space and nature surrounding Back Bay Boston, the visual identity of Willow & Ivy breathes with the same natural rhythm. A custom wordmark balances the old world and the new, punctuated by a lively ampersand whose winding curves mirror the poetry of climbing vines. It is a visual romance tied deeply to the earth, grounded by a vibrant color story that honors Boston's shifting seasons—from blooming magnolias in springtime to the deep, resonant tones of autumn ivy.
We elevated the visual narrative by weaving in a signature pattern, drawing its breath from the intricate tilework found throughout the restaurant. These subtle but distinctive details paint the space beautifully.
