Nine identities, one golden thread...

The challenge was not simply to brand nine venues. It was to create a guest journey, from fire-led fine dining to beachside cocktails, rooftop rituals, rum, cigars, coffee and all-day dining, each concept needed to feel like its own destination within the resort. At the same time, every touchpoint had to sit comfortably within the world of St. Regis, supporting the property’s reputation for timeless service, ritual and contemporary luxury.

Our strategic idea, Rooted in Nature, became the foundation for the work. Inspired by the landscape, materials and cultural context of the Dominican Republic, it allowed each identity to take on its own personality while remaining part of a wider resort story.

Ireland has for generations been synonymous with the potato. And yet almost 80% of the chips served in Irish chip shops are imported - frozen, pre-cut, mass-produced, shipped in from Europe and dropped in a fryer.

Established by Galway brothers Barney and Joe, Prátaí set out to change that. A proudly local chipper using fresh Irish potatoes, hand-cut daily and twice-fried in rapeseed oil, with house-made sauces built around Irish produce. 

With the concept validated and the queues out the door, the team spotted the opportunity: the brand now needed to catch up with the ambition of what they were building.

Crown Creative was asked to rebrand Prátaí - with a brief to craft an identity and a voice with the same pride, personality, and sense of place as the chip itself. The result was Chipeen, and Proper Irish Chips.

Our challenge was to create a refreshed brand identity that would match that energy, reintroducing The Lyric in a dynamic and consistent way, while remaining flexible enough to support its vast range of programming. Our design intent was to anchor the identity in the theatre’s strongest asset – its striking wedge-shaped building – and use this as the foundation for a system that balances structure and expression. Above all, it had to reflect The Lyric’s role as a bold, welcoming and inspiring playhouse for everyone.

Led by acclaimed Chef Diego Muñoz, the restaurant is bold, expressive and unapologetically sensory.

Set against the lush backdrop of the Dominican Republic, Nina was created as the defining F&B moment within a destination known for refined experiences. Our role was to bring that story to life through a brand that channels mythology, heat and heritage into something confidently modern and visually unforgettable.

Seppe Pizza is the result of generations of Italian-Americans who grew up around kitchen tables enjoying traditional dishes made from cherished family recipes. Crown Creative ensured the brand, design, copywriting, voice, content and social media presence all reflect and embrace this unique, genuine and wholesome narrative.

Crown Creative developed the visual identity where new ideas meet timeless classics.

The look and feel is drawn directly from elements found throughout both coastal California and Italy including: food and drink traditions, architecture, fashion, culture, and the landscapes of each locale. Referencing these elements informed everything from the choice of color to the typographic styling, the decor, as well as all of the Brand's touch points — all intended to evoke a unique and distinctive style for Mad Nice.

Featuring an overhanging terrace around the 11th floor of the hotel, the cocktail bar hovers over the boundless energy of Times Square, delighting spectators with a cast of cocktails and delectable shareable plates. Highball is inspired by the spirit of possibility, tapping into the district's cultural renaissance, by and large ushered in by TSX Broadway.

Translating the eclectic melting pot location to a dynamic visual identity, the typographic elements of the brand give the identity an artistic tone of voice. A type collection with different heights and weights builds a spirited and flexible typographic system. An overhang jutting out from the crossbar of the letter 'H' in the logotype nods to the bar's terrace, wrapping around the outside of the hotel. A set of ownable illustrated marks are referenced around the core letter 'H', with tall, exaggerated forms and sharp lines.

Together, brand elements capture an energetic, eclectic, and sophisticated identity for this vibrant cocktail bar, offering a perfect blend of flavorful libations and culinary creations.

Irish Exit is a tribute to the journey—one that begins with a drink, a moment of connection, and then carries on, just as it should.

Established in 2021, Neighbourhood Café elevates specialty coffee and brunch through design and uniquely warm service.

Serving as a hangout for a vibrant community of Belfast’s workers, students and locals, Neighbourhood seeks to create a warm and unforgettable guest experience orientated around fantastic service, and an equally memorable coffee and brunch offering.

Initially established as a pop-up, it launched into its own premises and became a self-sufficient fixture in Belfast’s iconic Cathedral Quarter, re-installing footfall and vibrance to the area of Belfast arguably worst affected by the global pandemic. The concept’s identity and traction added a unique voice to the casual dining scene in Northern Ireland.
Returning to you in 2025 - watch this space.