Branding, Animation, Social
2025
- The Mabel Gray Travel Guide is a Substack from Chef James Rigato and GM/Sommelier Paulina Schemanski of award-winning restaurant Mabel Gray. We were invited by James and Paulina to create the travel guide’s visual identity. After a deep dive into the history and legend of Mabel Gray, we designed three unique wordmark directions that coalesce into a singular visual world that encourages adventure and celebrates the lore behind the restaurant’s namesake.
- The first direction was inspired by Mabel Gray the ship, a historic three-masted schooner. This direction is anchored by the Emigre typeface Dalliance, which we roughened as though it were unearthed from the shipwreck that was ultimately Mabel Gray’s fate. Dalliance’s flourishes are collaged to create the display wordmark, and its dingbats become ornamental dividers and framing devices used throughout the Substack. The second direction was inspired by archival photographs of the Mabel Gray shipwreck. We extrapolated upon the handwritten lettering inscribed on the images to create a full wordmark and a monogram that plays on a compass rose.
- The final direction is based on portraits of Alice Mabel Gray herself, an American countercultural figure of the late 1800s whose free-spirited persona—Diana of the Dunes—is steeped in legend. Photos of Alice Mabel Gray reveal a beautifully embroidered crest on her blouse, which we reimagined as a custom emblem for the travel guide. Ornamental letterforms inspired by the emblem decorate postcards of each location explored by Chef James and Paulina.
Chef James Rigato
Credits
Collaboration with Evan Gendell