From the Flatiron to the iconic Empire State Building, Fifth Avenue is home to some of New York's most iconic landmarks, which means joining the ranks is no mean feat. Yet nestled among these legends, a new culinary and cultural hub has emerged, bringing a fresh flavour to Manhattan's world-famous thoroughfare. Meet Shaver Hall.
An artful blend of New York's rich culture and contemporary style, Shaver Hall resides within the landmark Lord & Taylor building, effortlessly blending heritage with modern attitude. With a thoughtfully crafted visual identity, signage design, and materials, Shaver Hall's debut is yet another vivid addition to the iconic brands of New York City.
Created by boutique consultancy Love & War, the Shaver Hall rebrand takes inspiration from the pioneering work of Lord & Taylor’s former president, Dorothy Shaver, whose innovative impact helped to shape America's retail world.
“From the start, our challenge was to honor the building’s extraordinary history while creating something vibrant and modern,” says Peter Tashjian, partner at Love & War. “Naming the food hall after Dorothy Shaver allowed us to connect the project to an inspiring figure who championed creativity, design, and the arts. Shaver Hall’s branding reflects that same spirit – classic in its foundation, but with a contemporary pulse.”
Reimagining the historic site as a vibrant, multifaceted hub where "culinary innovation, live performance, and New York City’s creative spirit come together," Shaver Hall's comprehensive identity spans from brand strategy to vibrant visuals. Taking inspiration from the architectural pedigree of the Lord & Taylor building, the brand identity marries the site's rich heritage with the fresh spirit of NYC's neighbourhoods and bustling culture to bring a dynamic contemporary relevance to the historic building.
"Love & War helped us create a brand that honours the history of this landmark building while introducing Shaver Hall as an entirely new experience for Midtown Manhattan," says Jack Gibbons, CEO of FB Society, parent company of Shaver Hall. "Dorothy Shaver's story gave us a powerful foundation. The result respects the legacy of this building while bringing new energy to one of New York's most storied addresses."
While the new logo has a heritage feel thanks to its smart serif typeface, the wider brand identity carries a vibrant personality thanks to its palette of welcoming jewel tones and playful visuals. The result is a wonderfully contemporary identity that still honours the grace and legacy of its origins.
For more branding inspiration, take a look at The Museum of Narrative's beautifully simple rebrand or check out why the best branding happens when we embrace our collective stupidity
