Fire and Vine Hospitality – previously El Gaucho Hospitality and Chef Jason Wilson, came to CRP with a new Pacific Northwest concept, located just steps away from Pike Place Market.
Our challenge was to name and create a unique brand identity for their first joint-venture property that would embody and highlight the exceptional quality and care that goes into producing the best of the best.
Inspired by transparency, luminescence, and the views of Puget Sound, Fire & Vine selected the name Aerlume. Derived from the Greek prefix meaning of “Air,” and the Latin meaning of “light,” it pays homage to the seasonality of the menu, the journey of the produce, and the thoughtfully curated menu.
The brand identity is a combination of vintage flare and modern elegance. With a bold custom wordmark at the helm, paired with whimsical patterning and iconography, the identity feels timeless and iconic.
We applied these core brand elements to the website and restaurant collateral, ensuring every touch-point feels cohesive and works together to enhance the dining experience.
The resulting brand identity is casually sophisticated and inviting, just like Fire & Vine’s restaurants. With an authenticity and vibrancy that evokes their passion for food, service, and life, Aerlume creates a space that inspires and feeds all the senses — with a touch of hospitality and warmth on the side.
Brand Identity Development