Developing a cohesive multi-channel design system from a single brand constraint.
client
Azzurra (Sloane Street)
my role
Lead Visual & Digital Designer
Core Challenge
System Re-architecture, Digital Product Design, Stakeholder Alignment
the problem
Azzurra, a premium seafood restaurant in Chelsea, arrived with a fixed logo but no supporting Design System. A legacy agency had proposed a "cold" palette (green/turquoise) that failed to align with the Mediterranean "User Experience" the owner envisioned. I was brought in to pivot the visual direction and build a scalable framework that worked across high-end print, environmental signage, and a digital-first website.
01 / System Re-calibration (The Palette)
I performed a complete "Logic Reset" on the brand's color theory. I moved away from "clinical" cold tones to a Functional Mediterranean Palette—using high-warmth blues and sandy neutrals. This wasn't just an aesthetic choice; it was about creating a "warm" digital environment that lowered the barrier to booking and reflected the physical atmosphere of the restaurant.
02 / Digital Architecture in Figma
I designed the Digital Product (Website) from the ground up in Figma. I treated the site as a content-led interface, prioritising high-resolution photography and clean typographic hierarchy. By building the original prototypes, I established the "Design Tokens" (font sizes, button styles, spacing) that ensured the external development agency could maintain the brand’s integrity during the build.
03 / Pattern & Texture Libraries
To add character without adding "noise," I developed a library of custom watercolor textures and illustrations. I treated these as Modular UI Assets—designed to be used sparingly across menus and digital headers to reinforce the "coastal" narrative without cluttering the primary information.
When the logo is a 'fixed constant,' the rest of the system has to work twice as hard to carry the story. My goal was to build a framework that felt effortless, not corporate.
the OUTCOME
A unified brand system that successfully launched across all physical and digital touchpoints. The digital direction proved robust enough to be handed over to developers while maintaining its original "premium-yet-relaxed" feel. Azzurra now has a consistent visual language that scales from a physical menu to a mobile booking experience.
Product Reflection
Working with Constraints: This project was a lesson in building a "Second-Generation" design system. It taught me how to take an existing asset (the logo) and build a modern, digital-ready environment around it. It’s the same process I use when integrating new features into an existing Product Ecosystem.
