
THE CHALLENGE
Fyr is a new social fine dining concept in the heart of Amsterdam. With an existing fit-out and the ambition to create a standout, star-worthy experience, I was tasked with shaping a visual identity and photography style that capture its minimal, comforting, yet ambitious spirit.
To succeed, the identity had to flow effortlessly with the venue’s design, creating a seamless connection between brand and space. Together with the client, we explored multiple directions — from European comfort to Nordic minimalism — ultimately landing on a refined, cohesive aesthetic that resonates with the audience and embodies the essence of fine dining and product first ethos of the chef.

BRAND MANIFESTO
Everything flows, and everything changes around us. FYR is a concept in constant evolution, adapting and tributing to its surroundings while boldly exploring and experimenting with innovative techniques and products, inspired by the only costant in the world, earth, water, fire, and air.












BRAND DESIGN
Photography and minimal visual identity work hand in hand to shape FYR’s distinct character — understated, refined, and human. The photography captures intimate moments, textures, and details, evoking the warmth and craftsmanship behind the experience. Paired with a clean, minimal design language, the brand feels both elevated and approachable.






VISUAL IDENTITY
The visual identity for FYR draws on traditional craftsmanship and local influences. It blends clean, minimal lines with purposeful irregularities, striking a balance between technical precision and human touch — highlighting FYR’s deep ties to its surroundings and artisanal roots.
As a final touch, custom woodcarved stamps are used to sign all in-house collaterals, adding an artisanal, tactile layer that reinforces FYR’s commitment to authenticity and craft.




FYR
Brand Identity
Visual Identity
Website Design
Website Development
Brand Signatures