Cocktail menu featuring outlined Vitesse (“Alpen Rose”) and Forza (“Contents”), with Bryant (“Cocktails”) and Schooner Script for the “handwritten” additions.

The newest addition to Philadelphia’s Schulson Collective, Alpen Rose is an intimate steak restaurant that forgoes the macho trappings of the typical steakhouse. With a jewel-box-sized bar, tinkling chandeliers and romantic lighting, it’s not your typical porterhouse purveyor.

For a uniquely immersive experience, Mucca created a fictional world based on a female botanist from a bygone era who travels the globe in search of the elusive Alpen Rose. This world inspired details throughout the space that surprise and delight—from an index card cocktail menu to flowers frozen in ice cubes. A system of multiple logos in different styles suggest billheads collected from exotic locales, and a richly layered menu system recalls a collection of botanical research.

Alpen Rose logo variations, partially hand-lettered, partly type. In the top row, the first logo is based on Argent Octic; the second one is a modified version of Alloy Condensed, outlined with a thin dropshadow; and the third variant uses Plaak 4 34-Regular B. The middle row variations use ITC Tiffany, Barclay Outline, and Romana. The bottom row has a script and a monogram that both are custom drawn, while the last logo is set in Sackers Gothic with a manually added dropshadow.

Detail of a desert menu set in Virgo Mono.

Index cards featuring Virgo Mono. The tab headers use Bryant.

Postcard featuring Alloy Wide for the address on the front, as well as ITC Tiffany, Sweet Sans, and Akzidenz-Grotesk.

The handwriting fonts on these address cards are (from top to bottom of the stack): Beer Dip, Lamar Pen, Texas Hero. The shaded caps for “Alpen Rose” are from Sweet Sans.

Form with labels in Akzidenz-Grotesk and “handwritten” text in Schooner Script.

For 30 years, Lenwich has made the kind of iconic sandwiches New Yorkers dream about. One of the tasks for Mucca was to ensure the rebrand spoke to a younger audience while celebrating the heroism of Lenwich's old-school fans, from teachers to firefighters to bike messengers.

A richly layered visual system stacks the typography like a pastrami on rye, and copywriting speaks to the concept of everyday New York heroes. The strong color palette provides a visual link to Lenwich’s former brand, and the overall effect is as vibrant and energetic as the city itself.

The brand typeface is Lineto’s LL Prismaset, which is used in several styles, always in all caps. It’s paired with Lucas Sharp’s Virgo Italic for secondary text.