The Regency Bar & Grill

Rebranding a Manhattan classic.

The prestigious Loews Regency Hotel has long been a second home for moguls, celebrities, and the New York elite—particularly at its restaurant, the birthplace of the original Power Breakfast. In 2014, the restaurant and hotel underwent a complete renovation, and Mucca was brought on board, along with long-time collaborators the Sant Ambroeus Group, chef Dan Silverman, and architect group Meyer Davis. We created a brand identity that positions the restaurant as a chic destination for fine dining, with a modern elegance that upholds its rich history and prestige.

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The logo’s blocky, utilitarian type recalls the urban landscape of the city—refined to represent upscale New York.

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The identity is reminiscent of blocky, utilitarian type one might find on a manhole cover – but refined into something unmistakably upscale New York.
The identity is reminiscent of blocky, utilitarian type one might find on a manhole cover – but refined into something unmistakably upscale New York.

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Following its reopening, both the hotel and The Regency Bar & Grill were well-reviewed. Buttoned-up yet still sexy, the new restaurant preserves aspects of its well-storied past while setting a new standard for culinary distinction.