Brand Identity & Creative Direction

The Tasting Table was entering a new era. With the space evolving into a darker, intimate speakeasy atmosphere, Haus of Monét reimagined the visual identity to match, creating a richer, moodier brand experience built around food, culture and gathering.

Campaign Concept

The World Cup brings the world together, so we removed the border. No Passport Required became an invitation to experience global culture through football, food and community, all from a seat at The Tasting Table.

Visual Storytelling

Brazil. Japan. Morocco. USA. Mexico. Different flags, different traditions, one table. This concept translated the international spirit of the World Cup into something familiar: people coming together over food, conversation and the game.

Meet us at the Table

We wanted the campaign to feel less like an advertisement and more like an invitation. Dim lighting, cocktails, wings and a glowing match screen bring the speakeasy atmosphere into the World Cup experience, positioning The Tasting Table as the place to gather.

Hospitality Meets the World Cup

Two seats. Two drinks. One trophy between them. This quieter composition brings the campaign back to the restaurant itself, transforming the World Cup from a massive global event into an intimate experience waiting at your table.

Social & Lifestyle Creative

The campaign moves from concept into appetite. Wings, fries and the World Cup trophy merge sports culture with hospitality, creating social content designed to make the viewer imagine not just watching the match, but experiencing it at The Tasting Table.

Quilting becomes a metaphor for collective action. Black figures move, create and gather around a quilt in progress, connecting craft, community and resistance through a visual language rooted in handmade tradition.

A quiet moment between John Lewis and President Barack Obama captures the human relationships behind historic change. Torn paper, layered color and archival photography frame the image as a memory preserved within the larger story.

John Lewis’s enduring call to make “good trouble” becomes something tactile. Fabric, thread, buttons and layered paper transform activism into a handmade visual language, suggesting that movements are constructed piece by piece.

The story continues across the adjoining window, turning the sewing needle and thread into symbols of creation and amplification. The composition carries the exhibition’s message from inspiration into creativity, art and collective expression.

John Lewis is positioned between generations of the Civil Rights Movement, connecting his later public life to the young organizer he once was. Archival imagery and contemporary portraiture collapse decades into a single visual history.

Resistance is not represented only through marches and speeches. Dance, music, raised hands and communal celebration recognize Black joy as another expression of freedom, resilience and cultural survival.

John Lewis’s meeting with the Dalai Lama expands the story beyond geography, culture and faith. The image represents dialogue, mutual respect and the ability of movements for justice to find common ground across difference.

A quiltmaker works beneath cameras, film strips and creative imagery, connecting traditional making with contemporary storytelling. The panel honors the artists, filmmakers and makers who preserve culture by documenting it themselves.

The Edmund Pettus Bridge anchors John Lewis’s story in the history of the Selma voting-rights campaign. Layered with the exhibition’s torn-paper language and Good Trouble, Louder! mark, the panel connects historical sacrifice with the responsibility to keep moving forward.

The final panel brings the narrative home to Washington, D.C., blending the city’s landscape, transit, waterways, artists and community. History becomes a living environment, carried forward through the people who continue to create, gather and shape the culture.