Project:
Underdog
(2023-24)

Focus:
Creative Direction
Typography System
Menu Design

“Austin’s Best New Restaurant”, “One of the Most Anticipated Restaurant Openings of 2023”, “The World’s 50 Best Discovery List”—the accolades speak for themselves. Owned and operated by Richard Hargreave and Claudia Lee, Underdog is a “a wine bar with a Korean menu that would put many restaurants to shame“, featuring a mom-and-pop attitude and world-class pedigree.

I’ve begun working with Underdog on a holisitic brand elevation that aligns their visual expression with their top tier services and offerings. The first touch point of which has been a complete reconsideration of their typography system, and it’s application within key tangibles; their dinner menu and (fantastic) wine list.

Team:

Creative Direction + Design: Cameron Brocksen
Photography: Chad Wadsworth
Owners: Richard Hargreave, Claudia Lee