Linny’s is a reimagination of the high-end steakhouse, blending nostalgia with a modern sensibility. Rooted in the warmth and cultural depth of a Jewish Ashkenazi deli, it celebrates the rich traditions of family and food while offering a refined, contemporary dining experience that transports guests to another era—an era when life moved at a slower pace and every detail was savoured.

The challenge was to craft a brand that embodies this duality: sophisticated yet unpretentious, classic yet innovative, refined yet approachable. A system that honours tradition while embracing a modern perspective.

The identity draws inspiration from mid-century design, featuring a warm and rich colour palette, geometric iconography, and clean compositions in its art direction. It is also influenced by the restaurant’s namesake, Linda, with her spirit woven into the details of both the space and the identity.

Linda’s tall, graceful stature is reflected in the wordmark through its tall, condensed typography. A fluid ‘S’ adds a touch of femininity, setting Linny’s apart within the steakhouse category.

Warm tones of brown and cream reflect both the mid-century aesthetic and the palette of the food itself, evoking the hearty, comforting dishes central to the Linny’s experience. Green accents add freshness and balance.