PERL by Chef IP
A refined neighborhood spot redefining fine-casual dining.
Perl is a pioneering restaurant in North Miami's culinary scene, born from a passion to revitalize fine-casual dining. Chef IP partnered with us to craft a brand that balances sophistication and warmth, creating a clean and inviting atmosphere. The menu masterfully blends Mediterranean and Japanese flavors with Chef IP's signature flair, crafting distinctive dishes that elevate everyday cuisine. With an inviting space designed to feel like a home away from home, Perl warmly welcomes the community to gather for any occasion.
Services: Brand Strategy, Art Direction, and Brand Identity creation.
To bring the brand to life, we created a custom mascot—a stylized fish with human-like qualities—that captures Perl’s approachable yet refined spirit. Sitting at the intersection of playfulness and sophistication, the character anchors the identity and reflects the restaurant’s clean, welcoming tone. The visual system was designed with restraint: minimalist typography and a soft, neutral palette allow the culinary experience to take center stage while still expressing the brand’s personality with clarity and care. We also partnered with photographer Zina Perlman to art direct a suite of imagery that complements the brand’s tone—intimate, warm, and rooted in everyday beauty.