Industry
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Services
- Brand Identity
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Monteverde
A monogram made of pasta.
Monteverde is chef Sarah Grueneberg’s West Loop restaurant, built around the Pastaficio at the center of the room where artisans make fresh pasta in view of the guests. The logotype decision was the whole brand: instead of illustrating pasta, WHQ built the letter M from it, an energetic circle of strands that reads as a monogram first and reveals its material on second look. That mark carries everything else, pasta and balsamic labels for the restaurant’s retail line, corsetti stamp illustrations, exterior signage legible from across Randolph Street. A decade on, with James Beard recognition and MICHELIN Guide acknowledgment for the restaurant, the mark made from the kitchen’s own material has held up the way the kitchen has.
