Current
by W Hotels
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Client Category
Hospitality

Project Type
Brand Development

A restaurant brand rooted in rhythm, relevance and the spirit of Chicago.

Developed the brand identity for Current, an upscale restaurant located inside the W Chicago–Lakeshore Hotel. The concept was centered on dual meaning: “current” as in contemporary, and “current” as in movement—of energy, of conversation, of the nearby lake.

The brand expression highlighted what was fresh and happening, both on the plate and in the city. Messaging and visuals celebrated local culture, Chicagoans and seasonal experiences, giving the restaurant a unique voice within the W brand while staying true to its environment.

The result was a distinct, modern brand that felt both of-the-moment and deeply tied to place—helping Current stand out in a crowded culinary landscape.