Concept Narrative
Branding
Illustration System
Concept Narrative
Branding
Illustration System

SERVICES CONTRACTED

  • Concept Narrative

  • Brand Creation

  • Visual Identity

  • Illustration System

  • Printed Collaterals

  • Packaging & Merchandising

We collaborated with The St. Regis Riyadh on DINE EXQUISITE, a bespoke catering concept conceived as an extension of the hotel’s refined universe. The objective was to translate St. Regis standards beyond the walls of the hotel, creating a visual and experiential language adapted to private events across Riyadh.

The brand expression draws from Saudi tones, materials, and ceremonial culture. Warm beige and deep brown hues, tactile papers, and a geometric illustration system inspired by Arabic manuscripts and ritual still lifes form a quiet yet expressive identity. Each element was designed to feel intentional, elegant, and rooted, without excess.

From menus and buffet tags to packaging, uniforms, and event scenography, every touchpoint follows the same principle of restrained luxury. The result is a cohesive catering identity that feels unmistakably St. Regis while speaking fluently to its local cultural context.

BRANDING INSPIRATION

The branding for DINE EXQUISITE is inspired by the ritual of hospitality in Saudi Arabia, where generosity, precision, and elegance are inseparable. We looked to architectural rhythms, geometric motifs, and ceremonial table settings to build a visual language that feels composed, timeless, and culturally grounded.

A restrained palette of warm beige and deep brown anchors the identity, allowing texture, materiality, and proportion to carry the expression. The result is a quiet form of luxury, one that avoids ornament for ornament’s sake and instead lets balance, craft, and intention define the experience.

LOCATION

RIYADH / SAUDI ARABIA
24°42′39″ N, 46°40′28″ E

COLLABORATORS

NAYLA / KEENAN / LOGAN

CLIENTS

SELA GROUP / ST. REGIS RIYADH

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