The Brand

Two Chefs from two different restaurants had a crazy and adventurous night, resulting in the birth of a fascinating and innovative Pop-up Dinner concept called Against the Grain. This culinary duo firmly believes in creating a dining experience that not only showcases the incredible flavors of unique, locally sourced ingredients but also does so in a way that is approachable and inviting to their diners, leaving them craving for more. Among the unconventional ingredients that these talented chefs fearlessly incorporate into their creations are Cured Duck Egg Yolks, Salt Cod Brandade (dried/salted cod pureed into potatoes), and Huitlacoche (corn smut), serving as shining examples of their audacious approach of going ‘against the grain'. They simply follow their taste buds, unconstrained by conventional notions of what should please their patrons' palates.

Inspired by their bold ethos, I took it upon myself to craft the Against the Grain brand, channeling the chefs' meticulous attention to detail and their knack for using unconventional ingredients. My objective was to create a brand identity that mirrored their unique culinary style. With careful consideration, I strategically designed elements within this brand that are both unconventional and elegantly concealed within the compositions. By doing so, I aimed to evoke a sense of intrigue and anticipation for those embarking on the Against the Grain dining adventure. With every bite and every sip, patrons would uncover hidden layers of flavor just as they would unravel the secrets of this enchanting brand, a true homage to the unconventional spirit of these exceptional chefs.   

Creative Director + Designer
Erica Malacarne