Marcus Addis

2024

Addis Ababa, Ethiopia

Marcus Addis is Celebrity Chef Marcus Samuelsson's newest restaurant and homecoming to Ethiopia.

I worked on the design for the creation of the logo and brand identity as well as the execution of swag, restaurant signage, and social assets alongside agency partners People Ideas & Culture.

Logo Design | This logotype is inspired by patterns seen in Ethiopian clothing and baskets. It also has a bit of a deco feel that brings a little Harlem to the situation. Think, The Lenox Lounge and The Cotton Club. The middle icon represents the bushbuck, found in the Ethiopian highlands. It is done in the style of a traditional tribal mask, and with a restaurant on the 47th floor incorporating an animal found in the highlands just makes sense.

Color Palette | Drawn from the rich colors you see in nature, the Ethiopian flag, and traditional clothing. The mood board successfully morphed into the color palette. The process started with immense research into the rich history of Ethiopia, coupled with the new energy and pulse of Addis Ababa. Then I mixed that with the Marcus Magic, he brings swag, excitement, roots in Harlem and Sweden, and of course food! Bonus, I had a team member who could tap into his own experiences, and own wedding in Ethiopia as a source of knowledge and inspiration.

Pattern | I created the pattern that uses the MA from the logo, (Marcus Addis) to create a geometric pattern similar to ones used in traditional Ethiopian clothing and art.

Swag & Wuniforms | I implemented the new brand identity across swag likehats and t-shirts as well as waiter uniforms and chef jakets.

Social Feed Templates | Once we launched the restaurant, I curated photography and created organic social posts.

Signages & Menus | I designed the menus and signage in the restaurant.