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  • Brand Identity
  • Packaging
  • Print Collateral
  • Visual System
  • Website

BLVD

A hidden door. The 1950s Hollywood world behind it.

BLVD is a West Loop steakhouse inspired by the golden age of Hollywood’s Sunset Boulevard, with celebrity chef Joe Flamm as partner and a hidden door for an entrance. WHQ built the brand to work like that threshold. Restrained on the outside, a minimal logotype and champagne-and-gold palette that signal refinement before theme, then opening up inside, across the menus, the wine list, and the website, into richer patterns and a more decorative voice. The system carries the tension between old-Hollywood glamour and contemporary Chicago dining without tipping into costume drama, and the restaurant opened as one of the West Loop’s most atmospheric rooms.

BLVD logo centered on a solid black background.
Upscale modern dining room with circular booths and striking overhead glass rod light fixtures.
Upscale modern dining room with circular booths and striking overhead glass rod light fixtures.
BLVD Steakhouse website homepage with a gold menu overlaying a luxurious dining room photo.
Elegant restaurant dining room featuring plush velvet chairs and dramatic crystal chandeliers.
High-angle view of caviar served over ice with blinis and potato chips.
Elegant coupe glass filled with a clear cocktail and garnished with a fresh sage leaf.
Luxurious, dimly lit circular velvet dining booth nestled inside a private arched alcove.
Minimalist black line art illustrations of an oyster, a waiter, and a rooster with champagne.
Graphic design layout of BLVD food, cocktail, and champagne menus with geometric branding patterns.
Polished gold metallic check presenter with BLVD branding resting on a textured gold surface.
Vintage black and white photograph of a glamorous woman being offered lights for her cigarette.
BLVD restaurant gift card and custom stationery set with Art Deco typography.
Minimalist geometric pattern featuring vertical lines and slanted parallel bars in cream and black.
High-contrast black and white vertical glitch distortion effect on a close-up portrait.
Three Instagram post mockups for BLVD Steakhouse featuring industry night promotions, drinks, and oysters.

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Close-up of a woman drinking a pink fruit smoothie and JuiceNV logo.