ATLAS

ATLAS is a fine dining restaurant in the St. Regis Atlanta, in Buckhead. The kitchen cooks seasonal American food with European influences, sourced from more than a dozen local farms, on a menu that changes daily.

The ambition was to set the standard for fine dining in Atlanta and to feel closer to a welcoming club than a formal dining room.

The kitchen earns the star. A restaurant brand has one honest job: to promise, before the first course arrives, exactly the level of care the plate will deliver. Overpromise and the meal disappoints. Underpromise and the right guest never books.

We built the ATLAS brand starting in 2014, before the restaurant opened in January 2015. We pushed every small thing to the same standard as the plate: the wordmark, the menus and their typography, the matchbooks, the playing cards, the décor behind the bar, the exact books on the shelf in the library, the weight of the paper in a guest's hand.

We chose the color inside the check presenters. The business cards were letterpressed on seven heavy colored stocks, edges painted. Done with less care, any of them would have looked fine.