DIRT

When designing the concept and interior architectural plans for multiple locations of this organic restaurant brand, we had to think organically, too. Located in Miami’s South Beach neighborhood, DIRT’s flagship property was housed in a long, narrow space—a footprint that we wanted to visually enlarge. To give the appearance of more elbow room, we opted for transparency, designing an open kitchen with clean, modern lines. We wanted it to be contemporary but not austere, so we juxtaposed glossy whites next to warm woods and copper walls alongside stone elements. We took our palette cues from the beautiful produce that inspires the daily menu here. The exterior mural appears as actual shadows of the sculptural palm trees that hem the building. Additional work included the creation of graphics, materials, and a unique brand identity system that inspired other properties in the healthy dining restaurant’s portfolio.  

Because we believe that graphics and branding are an integral part of the overall design of a space, we worked in tandem with Helium Creative in Miami, marrying DIRT’s product packaging and fonts with architectural detailing in the space. We developed signage and menu boards to reiterate the restaurant’s commitment to supporting local farmers.