Rice & Gold is a funky, colorful restaurant and bar
located on the ground floor Hotel 50 Bowery in Chinatown. The menu leans
Asian-American while also taking cues from cuisines around the globe—Mexico,
Bangladesh, Iran, Jamaica, India and more—showcasing the diversity and vibrancy
of modern-day New York City.
Easily one of our most ambitious and complex visual identities, Rice & Gold draws inspiration from the many cultures that influence its cuisine. In our research, we developed a special affection for vintage postage stamps from countries around the world. Once the seal of international connection, there was a remarkable attention to art and design on most that we found. As a result, we used the stamps as a north star throughout our process.
The result: unique pencil illustrations, patterns inspired by a swath of cultures, a vibrant color palette and crispy, clean still life photography. All of this comes together in a fun and premium presentation well-suited for the over-the-top, energetic dining experience at Rice & Gold.