Owner and restaurateur, John McDonald, approached us with a clear vision: to infuse every element of the restaurant with an unmistakable French charm. To bring this vision to life, we sought to create a truly unique brand identity—a mascot of sorts—with character and personality. Thus, the concept of Leo, the ‘flâneur’ Lion, was conceived to embody the charm, elegance, and playfulness synonymous with French culture.

Leo the Lion became the focal point for developing the strategy to create the brand’s distinctive identity, bringing the ethos of Bistrot Leo to life on everything from logos to collateral, signage, and graphics.

Our initiative also extended beyond design; we curated and created original artwork that spoke to French culture and iconic moments, perfectly matching Leo’s persona. We aimed to enhance the restaurant’s ambiance with all things French, curating a unique and unforgettable experience. Original artwork featuring Leo throughout his illustrious life—an autographed photo as an astronaut capturing his intrigue and worldliness—was crafted. Etchings of Leo enjoying life’s simple pleasures in various settings were fashioned, creating exclusive and one-of-a-kind pieces. Throughout the restaurant, we adorned the walls with pictures and drawings of Leo, ensuring that every corner resonates with the playful spirit of the ‘flâneur’ lion.

Our branding for Bistrot Leo is a fresh visual identity that resonates with its audience. Leo, the Lion, stands as a pinnacle of French elegance, symbolizing the timeless and trend-setting flair that defines Bistrot Leo.