Sardella Makes a Colorful Splash on St. Louis Restaurant Scene

Sardella Makes a Colorful Splash on St. Louis Restaurant Scene

It goes without saying that any new restaurant from James Beard award-winning chef Gerard Craft will be highly anticipated. His latest – Sardella – brings with it an extra level of hype.

Sardella opened earlier this month in the space once occupied by Craft’s now-legendary Niche. The 11-year-old Niche, which Craft closed unexpectedly in late spring, went out at the top of its game. Its regional focus was still earning acclaim. Craft won a James Beard Award. But he was also ready for something new.

So as Niche’s doors closed, Craft shared with us his vision for Sardella. Bright colors, almost an ‘80s vibe. Unexpected, yet familiar. Traditional, yet brand-new. These are words he used to describe the decor and the food, and we took them to heart as we set to work on the brand.

Our initial logo explorations used the restaurant’s namesake – Sardella is ancient Italian sauce made from sardines – as a key visual. Moving forward, though, we knew we needed to broaden its appeal. To make sure people knew it was a fun, casual place. To clarify that it’s not a seafood restaurant. To capture the vibe while letting the food speak for itself.

Yes, the food. On the website, we we gave big, eye-catching photos of the bold, beautiful food room to shine. The site serves both form and function; it gives people a taste of what to expect, combined with splashes of unexpected color and motion.

It’s a motif that continues into the restaurant, from the splashes of color to the menu’s striking presentation.

We’re proud to, once again, have worked alongside Gerard Craft and his team as Sardella has taken shape. And we’re looking forward to seeing what’s next.

And thanks to Greg Rannells for these beautiful interior photos.