Chloe

Chloe is Chef Haidar Karoum’s first solo restaurant located in the Southeast Waterfront neighborhood of Washington, DC. Chloe, named for Karoum’s eldest niece, as well as the ancient Greek goddess of agriculture, pays homage to Karoum’s Lebanese roots. When developing the branding, we found ourselves inspired by gold and wheat—symbols of plenty and prosperity—and used that to inform the logo and menu designs. 

 A custom menu set system was developed so that each individual menu would work separately, but can combine into one piece. The wine menu features a hand screenprinted cover to provide a bespoke property and a note of luxury. All menus were designed with the client in mind: we created custom-printed templates that restaurant staff can easily print in-house and on-demand.