"We want something feisty. Something with attitude. We want something that stands out not just as delicious but sets a mood with a no nonsense flair. We also want something that feels lifestyle, that shows the professional using the space to get the job done." Throughout the conceptual process we went back and forth and landed on a concept that would included some of their amazing pasta, but was more about the attitude of the brand and connecting with my client's ideal client. The longevity we achieved is important for a restaurant whose menu changes seasonally, creating even more value for our client.