From NYC to Irvine: A Shift in Food Culture and Branding
Moving from the bustling streets of NYC to the quieter vibe of Irvine has opened my eyes to some stark contrasts in food culture. In New York, restaurants are alive with personality, each establishment boasting a unique brand identity that reflects not just the cuisine, but the spirit of the city itself. Take Public Records, a music-driven bar and restaurant with a strong aesthetic, or Winona’s, which combines stylish interiors with playful branding, using illustrations and a tone of voice that feels laid-back, personable, and effortlessly cool. It’s like chatting with a friend who knows all the best spots and has a sharp sense of humor—fun without trying too hard.
Images via Winona's website & Instagram
Here in Irvine, however, the food scene feels a bit different—perhaps a little more subdued. The restaurants often seem to blend into the landscape, adhering to a more uniform aesthetic. While you can find good food, the branding often lacks the depth and character that makes NYC dining an experience. It raises the question: why is there such a contrast? Is it the cultural landscape of Orange County, or are there underlying factors at play?
Design studios like Young Jerks and Gander thrive on pushing boundaries, creating branding for restaurants and food products that highlight personality and charm. Their visual narratives are immersive, pulling you in with unique storytelling and bold, modern design. Great branding is about more than just aesthetics—it’s about telling a story, creating a connection.
Images via Young Jerk's website
It’s hard not to think that Irvine’s thriving tech scene might contribute to the subdued branding culture here. With tech often comes an emphasis on efficiency and minimalism, which could be influencing the way food businesses approach their visual identities. Maybe it’s a reflection of Irvine’s focus on blending in, rather than standing out.
That said, Irvine has its merits—beautiful parks, warm weather, a family-friendly atmosphere, a laid-back lifestyle, and beautiful beaches nearby. All reasons I decided to move here. But when it comes to brand visual narrative and tone of voice, the local food and restaurant scene still seems to hold back. In a city where nature and modernity coexist, why isn’t there more emphasis on creativity and individuality in branding?
I can’t help but wonder: am I missing some hidden gems in Irvine or Orange County that boast a rich branding narrative? If you know of restaurants or food spots that truly stand out with their character and story, please comment below, I’d love to hear about them.