• The Project


    Three-meal restaurant on the ground floor of the Detroit Foundation Hotel.

    Concept, Naming, Logo & Identity, Collateral, Uniforms

  • The Goal

    Create a unique and memorable brand that would integrate into the Detroit Foundation Hotel brand while maintaining a strong identity of its own.

  • Our Solution

    Named for the fire department’s apparatus room, where the fire engines were housed, the brand is a celebration of the building’s history. The logo, a figure of a phoenix rising from the flames, was inspired by the friezes on the building’s facade. It is emblematic of Detroit’s motto “Resurget Cineribus” (rise from the ashes). Charred blacks and greys convey a smoky atmosphere, with copper detailing to highlight historic elements.