Brand Systems for Hospitality: Xenia Greek Hospitality

Brand Guidelines Development

Krasi | Hecate | Bar Vlaha | Greco | Kaia

Xenia Greek Hospitality is a dynamic restaurant group dedicated to bringing authentic Greek culinary experiences to Boston. With a portfolio of distinctive concepts—Krasi, Hecate, Bar Vlaha, Greco, and Kaia—Xenia blends tradition with innovation, offering everything from refined Aegean cuisine to playful Greek street food and immersive cocktail experiences. Each concept is designed to transport guests through storytelling, exceptional food and drink, and a deep-rooted philosophy of philoxenia—the art of making strangers feel like friends.

My Role: Creative Director & Lead Designer

As the Creative Director for Xenia Greek Hospitality, I led the development of comprehensive brand guidelines for five distinct restaurant concepts. While the logos and some color palettes were provided, I was responsible for defining and expanding each brand’s visual identity, tone of voice, and creative direction—ensuring a cohesive and strategic brand system across all platforms.

The Challenge

Each restaurant under Xenia Greek Hospitality had a unique identity, but they lacked a formalized system to ensure consistency across print, digital, social media, and in-restaurant experiences. The goal was to create a flexible yet structured framework that would:

• Maintain each brand’s individuality while ensuring cohesion within the hospitality group.

• Establish clear visual and verbal identity guidelines for marketing, design, and content teams.

• Provide a strategic foundation for future brand growth and creative execution.

The Approach

I developed detailed brand guidelines for each restaurant, ensuring their visual identity, messaging, and design system remained strong, recognizable, and scalable. My key contributions included:

Color & Typography Refinement

• Established a clear hierarchy, contrast, and digital-friendly applications.

• Selected and refined color palettes where needed to enhance usability and impact.

Tone of Voice & Messaging

• Crafted distinct brand language for each concept:

  • Krasi – Satire-chic, confident, and lifestyle.

  • Hecate – Enigmatic, mysterious, and immersive.

  • Bar Vlaha – Warm, storytelling-driven, and historically inspired.

  • Greco – Playful, vibrant, and conversational.

  • Kaia – Light, carefree, and contemporary.

Photography & Art Direction

• Defined visual guidelines for food, space, and lifestyle photography to ensure brand consistency.

• Developed a cohesive mood board and art direction strategy to unify photography across digital and print assets.

Print & Digital Applications

• Designed structured layouts and best practices for:

  • Menus, packaging, signage, and in-restaurant collateral.

  • Social media, website assets, and email marketing.

Social Media & Marketing Extensions

• Outlined how each brand translates into engaging, on-brand digital content while allowing room for creativity.

• Developed visual and messaging guidelines for advertising, promotions, and storytelling-driven campaigns.

The Outcome

The brand guidelines I developed have become the strategic foundation for all creative decisions across Xenia Greek Hospitality. They provide clarity and structure for designers, marketers, and external collaborators, ensuring each restaurant maintains a strong, distinct presence while remaining part of a cohesive brand family.