Willow & Ivy
Rooted In Nature, Designed for the neighbors
After two decades under third-party management, The Lenox brought its F&B outlets back in-house. The flagship restaurant underwent its most significant renovation yet, with the goal of creating a refined yet welcoming gathering place for guests and neighbors alike. They turned to B&Co. to create a brand strong enough to set the tone.
See The
Story
What We Delivered
- Apparel Design
- Art Direction
- Brand Development
- Copywriting
- Environmental Branding/Signage
- Name Development
- Photography Art Direction
- Printed Collateral
- Visual Identity
- Website Design
Creating a brand that honors the area’s most recognizable elements.
Inspired By Its Setting
Beyond Back Bay’s impressive architecture and lively amenities, we aimed to highlight an often-overlooked feature: its beautiful trees and greenery. This idea inspired the creation of Willow & Ivy, a neighborhood restaurant that embodies hospitality and community.
Willow & Ivy’s whimsical visual identity draws from the interior’s botanical design, with a custom wordmark that blends classic and modern. A bold ampersand adds a youthful twist, its curves echoing ivy vines complemented by a vibrant color palette that pays homage to the blooming magnolias in spring and the Boston ivy in the fall.
We also enhanced the visual appeal by introducing a signature pattern inspired by the tile design found throughout the restaurant. These small but distinctive details can be seen at every touchpoint.
A story rooted in neighborly love shines through massive arched windows and beyond.
WELCOME, BACK BAY
As the third and final phase of The Lenox’s culinary revamp, Willow & Ivy deserved a fresh introduction to guests and nearby neighbors. The sleek new website served as an ideal billboard, highlighting a distinctive brand story along with visual elements, fresh photography, and a globally inspired menu.
Walk This Way
Given the high foot traffic, we collaborated with our client to design a bold, sophisticated exterior sign to attract attention. It features the main icon and primary mark for visibility from all angles. Suggestions included placement, size, and lighting to maintain visibility and brand consistency. The sign was carefully designed to stand out and complement the hotel’s overall aesthetic.