Strategy & Naming

Brand Strategy and Naming for Oriana.

At 174 Mott Street, inside a restored 1890s building, The Noortwyck team — chef Andy Quinn and sommelier Cedric Nicaise — were building a temple to live fire. They needed a name that felt personal and human rather than conceptual, something with warmth already inside it.

We named it Oriana: gold in Irish, dawn in Latin. Light, warmth, the first fire of the day. The "O" answered a visual motif running through the interiors, and the name became the spine from which the rest of the identity grew.

From there, we shaped the brand and its narrative, drawing on the founders' obsession with music and the traces of old New York that still run through the streets around it. Taking cues from the interior design itself, we built an identity that lets the name, the room, and the story speak as one. The result is a world, not a concept.

Project created with Jessi Brattengeier