Brand Development

Stylized text that reads 'Behind the Brand' with feather-like accents on the letter 'B'.

The Suede is a conceptual brand developed as a creative personal project—an exploration of how luxury can harmonize with the untamed beauty of Montana. Set in the heart of Big Sky, this imagined open-air restaurant offers an immersive dining experience where fire-kissed dishes meet the stillness of the wilderness.


The foundation of the brand is built on tension and balance: rugged terrain meets refined taste, warmth meets minimalism, nature meets intention. The name The Suede was chosen to reflect this duality—earthy yet elegant, textural yet soft.

A collage of nine images arranged in a 3x3 grid, featuring various textures, designs, and objects, with some images containing text and graphics, set on a white background with the word 'moodboard' at the top.
A color palette titled 'colors' featuring four sections of outdoor scenes in natural tones with a handwritten-style label at the top.
Logo design for 'The Suede' featuring a snake skin inspired border and a subtle elevated serif font inside an oval shape.
Close-up of embossed logo on gold textured paper with a design of a snake and the text 'THE SUEDE'.
Person holding a tray with a grilled steak and a side dish, with 'The Suede' logo superimposed.

The website was designed to mirror the brand’s sensory, slowed-down experience. With a clean, spacious layout, immersive imagery, and intentional pacing, the site guides users through the story of The Suede like a curated meal—one thoughtful section at a time. Interactive elements and subtle motion help create a tactile, almost atmospheric digital presence, allowing users to feel the brand before ever stepping foot into the imagined space.

A person grilling cabbage and burning a piece of banana leaf with smoke rising, outdoors at sunset.

From this concept, the branding came to life through:

  • A Clear Brand Voice centered on honesty, reverence for the land, and slow, intentional food. Messaging like "crafted with intention" and "served under the stars" creates a visceral, grounded feel.

  • Visual Identity inspired by raw textures, soft neutral tones, and clean typography, evoking understated luxury while staying connected to nature.

The Outcome:
This personal project serves as a creative exercise in building a hospitality brand that feels grounded, elevated, and deeply sensory. The Suede invites guests to slow down, savor fire-kissed meals, and reconnect with the wild—one unforgettable evening at a time.