Savor Freedom in Every Bite

Visual identity for Liberty Macaroni, a restaurant inspired by James Hemmings' culinary journey. Art direction by Studio Indice, design by Emma Poupy, strategy, naming, and copywriting by Marine Aubenas.
Visual identity for Liberty Macaroni, a restaurant inspired by James Hemmings' culinary journey. Art direction by Studio Indice, design by Emma Poupy, strategy, naming, and copywriting by Marine Aubenas.
Visual identity for Liberty Macaroni, a restaurant inspired by James Hemmings' culinary journey. Art direction by Studio Indice, design by Emma Poupy, strategy, naming, and copywriting by Marine Aubenas.
Visual identity for Liberty Macaroni, a restaurant inspired by James Hemmings' culinary journey. Art direction by Studio Indice, design by Emma Poupy, strategy, naming, and copywriting by Marine Aubenas.

Process

In a light and contemporary tone, Liberty Macaroni draws its inspiration from the fascinating story of James Hemmings, whose journey from slavery to freedom through cooking has deeply influenced American culture. By highlighting the famous "mac'n'cheese," an iconic dish of this chef who became the personal cook for President Thomas Jefferson, the brand unveils the little-known yet incredible story of its creator, while offering a delicious and comforting recipe. It is a captivating and enriching way to celebrate Hemmings' culinary heritage and story of resilience, while also celebrating the American values of the quest for equality and freedom.

Services

Visual Identity

Naming

Visual identity for Liberty Macaroni, a restaurant inspired by James Hemmings' culinary journey. Art direction by Studio Indice, design by Emma Poupy, strategy, naming, and copywriting by Marine Aubenas.
Visual identity for Liberty Macaroni, a restaurant inspired by James Hemmings' culinary journey. Art direction by Studio Indice, design by Emma Poupy, strategy, naming, and copywriting by Marine Aubenas.
Visual identity for Liberty Macaroni, a restaurant inspired by James Hemmings' culinary journey. Art direction by Studio Indice, design by Emma Poupy, strategy, naming, and copywriting by Marine Aubenas.
Visual identity for Liberty Macaroni, a restaurant inspired by James Hemmings' culinary journey. Art direction by Studio Indice, design by Emma Poupy, strategy, naming, and copywriting by Marine Aubenas.
Visual identity for Liberty Macaroni, a restaurant inspired by James Hemmings' culinary journey. Art direction by Studio Indice, design by Emma Poupy, strategy, naming, and copywriting by Marine Aubenas.
Visual identity for Liberty Macaroni, a restaurant inspired by James Hemmings' culinary journey. Art direction by Studio Indice, design by Emma Poupy, strategy, naming, and copywriting by Marine Aubenas.
Visual identity for Liberty Macaroni, a restaurant inspired by James Hemmings' culinary journey. Art direction by Studio Indice, design by Emma Poupy, strategy, naming, and copywriting by Marine Aubenas.
Visual identity for Liberty Macaroni, a restaurant inspired by James Hemmings' culinary journey. Art direction by Studio Indice, design by Emma Poupy, strategy, naming, and copywriting by Marine Aubenas.
Visual identity for Liberty Macaroni, a restaurant inspired by James Hemmings' culinary journey. Art direction by Studio Indice, design by Emma Poupy, strategy, naming, and copywriting by Marine Aubenas.
Visual identity for Liberty Macaroni, a restaurant inspired by James Hemmings' culinary journey. Art direction by Studio Indice, design by Emma Poupy, strategy, naming, and copywriting by Marine Aubenas.