NoMI Kitchen

DESIGN

BRIEF

Evolve the beloved and well-known, “NoMI”, to the more casual and approachable “NoMI Kitchen”.

PROCESS

Seven floors above its namesake (North Michigan Avenue), NoMI is a long-standing and award-winning culinary destination located in the Park Hyatt Chicago. When the decision was made to evolve the brand – from white tablecloths and special occasions, to a more casual elegance – they called on Louey-Rubino, the firm responsible for the original identity.

There was equity in the name NoMI – people knew it as a luxury brand. So we leveraged it as the hero, and proposed changing the name of the restaurant to NoMI Kitchen. Other outlets in the hotel became NoMI Lounge, NoMI Garden, NoMI Spa. I worked specifically on NoMI Kitchen – transforming the menu from a traditional folder to a leather book. To be a “kitchen”, they needed a menu with a little more warmth, a little more “story”.