Branding is everything. Nowhere is that more apparent than the Fraternal Order of Diners (FOOD). An organization so secret about its meeting places, membership and menus that it was up to us to create a brand strong enough to stand completely alone.

Without being able to divulge any information about the product (An underground supper club with exotic cuisine and an exclusive guest list), we were forced to create an identity around the mystique of this concept. To turn the lack of information into a feature, something intrinsic to the brand itself. And everything about FOOD reflects this.

The “speakeasyesque” concept lent itself to great branding. The mark is strong, simple and fits in amongst any high-end eating establishment. And the voice and style of every touchpoint reflects the exclusive, secretive nature of the brand. The stark simplicity of the website contrasts every other restaurant experience. There are no specials, no address, no phone number and the only menus are burned ceremonially after the last course is served.    

The results speak for themselves: Within fifteen minutes of launching the brand, every single seat at the FOOD table had sold, for $75 a plate, without telling anyone where it was or what was on it.