Case Study: Virgin Hotels creates Phileas, a flexible new restaurant brand, with CMYK

Virgin Hotels launches Phileas in 3 rounds with CMYK

Virgin Hotels, in collaboration with IF Studios, tasked CMYK with creating a comprehensive brand identity for a new restaurant at its NoMad location. The challenge was to develop a name, brand positioning, and visual identity for a concept blending Italian and Ecuadorian cuisines, all while working from a broad concept and ensuring the branding could adapt to future menu changes.

CMYK developed the name "Phileas," inspired by the theme of a voyage and the novel "Around the World in 80 Days," which perfectly captured the restaurant's spirit of culinary exploration. The vendor then crafted a meticulous logo, iconography, and color palette to create a consistent and impressive brand environment. Through this conceptual branding and design work, CMYK successfully brought the Phileas dining experience to life for Virgin Hotels.

Virgin Hotels