Rose Mary

When Top Chef winner Joe Flamm and the Day Off Group set out to open their first restaurant, they didn’t want something precious. They wanted something personal. Enter Rose Mary—named for Joe’s grandmothers, the herb that shows up in every great dish, and the spirit of coastal konobas where family, food, and rakija flow freely.

WHQ partnered with Joe and the team to create a brand identity that feels as approachable as a shared plate and as confident as a well-salted steak. We designed a simple, modern logo and built a visual language that leans into the rustic charm of Croatia and the casual swagger of an Italian nonna who’s just challenged you to a grappa-off.

From the hand-painted exterior signage to the menus you’ll inevitably spill olive oil on, every touchpoint was crafted to feel like an invitation—warm, familiar, and just a little unexpected. The design system extends across the interiors, website, social media, and beyond, each piece a quiet nod to the “Adriatic drinking food” that’s become Rose Mary’s signature.

The result? A packed house, glowing reviews, and a reservation list that requires either divine intervention or a connection at WHQ. We’re proud to have helped bring this original concept to life—and even prouder that we can still occasionally get a table.