Alderwood Santa Cruz

Translating a Michelin-caliber culinary vision into a tactile, sensory brand experience.

the story

The collaboration began with the restaurant’s 2019 launch and spanned a beautiful six-year run. While Alderwood recently closed its doors after leaving an indelible mark on the coastal dining scene, our creative partnership with the executive chef continues across his new ventures.

During Alderwood's prime, our role extended far beyond standard branding, blurring the lines between art direction and culinary consulting. Whether it was proofing the regional accuracy of the wine list or turning freshly painted oysters and champagne into quick-turnaround ads for the symphony, we operated as an extension of the kitchen. A text reading, "A big order of fresh ingredients just shipped, can you paint them this week?" was a normal, and always welcome, occurrence.

timeframe

2018-2025

tools

Brand Identity • Traditional Illustration • Print & Web Collateral • Art Direction • Product Prototyping

services

Brand Identity • Traditional Illustration • Graphic Design • Art Direction • Product Prototyping

problem

A new fine-dining restaurant aiming for Michelin recognition needed a brand that felt hand-touched and alive—not stock photography or digital renders—while still reading clearly on a phone screen and a leather-bound wine list.

solution

We developed the logo and the entire foundational brand system. The heart of the identity was rooted in the 55 watercolors Laura painted from life. Nothing was painted from photos. Every brushstroke was pulled directly from the real ingredient—from freshly popped champagne to oozy, cultured cheeses—carefully lit and composed so the menus felt like stepping into a palpable, slightly whimsical dream world.

Complete visual identity + 55 original watercolor food still-life paintings for menus, coasters, signage, and marketing of this Michelin-caliber coastal restaurant.

Watercolor Suite

55 watercolors painted directly from the chef's cutting board: black truffles flown in from Australia, split pomegranates with scattered arils, and baby artichokes revealing pale reds and creams.

Elevated Moments

Unique, quiet details—watercolor sauce spatters, hand-painted header text, and tactile flourishes—were integrated into the layout to subtly evoke the presence of the chef's hand across all printed collateral.

Painted from Life

To achieve an unreplicable sense of freshness, the foundation of every illustration was studied directly from the physical ingredient. By staging each item inside a custom shadow box, we captured the fleeting foam of poured champagne and the deep, directional lighting that gave the series its "Rembrandtesque" atmosphere.

Click & drag to explore

The Sensory Archive

A study of form and flavor for Alderwood Santa Cruz. Explore the intersection of classical botanical illustration and culinary technique.

Click and drag to explore and reveal the collection.

Complete visual identity + 55 original watercolor food still-life paintings for menus, coasters, signage, and marketing of this Michelin-caliber coastal restaurant.

Watercolor Suite

55 watercolors painted directly from the chef's cutting board: black truffles flown in from Australia, split pomegranates with scattered arils, and baby artichokes revealing pale reds and creams.

Elevated Moments

Unique, quiet details—watercolor sauce spatters, hand-painted header text, and tactile flourishes—were integrated into the layout to subtly evoke the presence of the chef's hand across all printed collateral.

Painted from Life

To achieve an unreplicable sense of freshness, the foundation of every illustration was studied directly from the physical ingredient. By staging each item inside a custom shadow box, we captured the fleeting foam of poured champagne and the deep, directional lighting that gave the series its "Rembrandtesque" atmosphere.

Click & drag to explore

The Sensory Archive

A study of form and flavor for Alderwood Santa Cruz. Explore the intersection of classical botanical illustration and culinary technique.

Click and drag to explore and reveal the collection.

Complete visual identity + 55 original watercolor food still-life paintings for menus, coasters, signage, and marketing of this Michelin-caliber coastal restaurant.

Watercolor Suite

55 watercolors painted directly from the chef's cutting board: black truffles flown in from Australia, split pomegranates with scattered arils, and baby artichokes revealing pale reds and creams.

Elevated Moments

Unique, quiet details—watercolor sauce spatters, hand-painted header text, and tactile flourishes—were integrated into the layout to subtly evoke the presence of the chef's hand across all printed collateral.

Painted from Life

To achieve an unreplicable sense of freshness, the foundation of every illustration was studied directly from the physical ingredient. By staging each item inside a custom shadow box, we captured the fleeting foam of poured champagne and the deep, directional lighting that gave the series its "Rembrandtesque" atmosphere.

Click & drag to explore

The Sensory Archive

A study of form and flavor for Alderwood Santa Cruz. Explore the intersection of classical botanical illustration and culinary technique.

Click and drag to explore and reveal the collection.

Complete visual identity + 55 original watercolor food still-life paintings for menus, coasters, signage, and marketing of this Michelin-caliber coastal restaurant.

Watercolor Suite

55 watercolors painted directly from the chef's cutting board: black truffles flown in from Australia, split pomegranates with scattered arils, and baby artichokes revealing pale reds and creams.

Elevated Moments

Unique, quiet details—watercolor sauce spatters, hand-painted header text, and tactile flourishes—were integrated into the layout to subtly evoke the presence of the chef's hand across all printed collateral.

Painted from Life

To achieve an unreplicable sense of freshness, the foundation of every illustration was studied directly from the physical ingredient. By staging each item inside a custom shadow box, we captured the fleeting foam of poured champagne and the deep, directional lighting that gave the series its "Rembrandtesque" atmosphere.

Click & drag to explore

The Sensory Archive

A study of form and flavor for Alderwood Santa Cruz. Explore the intersection of classical botanical illustration and culinary technique.

Click and drag to explore and reveal the collection.

From Sketch to Tactile Experience

A brand identity must live beyond the screen. Our exploration for Alderwood spanned from initial logotype iterations and menu typography to custom 3D-printed chocolate molds. By testing the brand across diverse textures and physical mediums, we ensured a cohesive sensory architecture that defined the restaurant’s physical atmosphere.

"You're killing me with amazingness. It's perfect."

— Jeffrey Wall, Executive Chef & Co-Founder, Alderwood

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Let’s build something exceptional.
Thoughtful design, carefully crafted.

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Now booking

Let’s build something exceptional.
Thoughtful design, carefully crafted.

get in touch

All artwork and content are the property of Laura Roy, Jeremy Roy, or their respective copyright holders.

All artwork and content are the property of Laura Roy, Jeremy Roy, or their respective copyright holders.

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