Feb 19

Feb 19 Ama

Ama At The Atlas is the newest restaurant from Pearl & Law Hospitality, a hospitality group founded by Biplaw Rai and Nyacko Pearl Perry. Pearl & Law Hospitality is also the home of Comfort Kitchen, named “Best New Restaurant” by Boston Magazine and The Boston Globe, one of the top 50 in the country by The New York Times, and nominated for Best New Restaurant by the James Beard Foundation.

Working closely with artist Payal Kumar, the Graffito team helped shape their original logo concept for Ama into a cohesive and fully realized brand identity. From there, our team, led by designer Brooke Porter, refined, expanded, and translated that initial vision into a complete brand system. We developed the broader visual toolkit including direction on typography, color, patterns, imagery, and layout standards, ensuring the brand could be consistently applied across all communications. What began as a single mark evolved into a unified visual language that now defines the brand across print, digital, and environmental touchpoints.

As part of this project, Graffito ID created a full suite of branded collateral, including matchbooks, stationery, food liners, coasters, menus, and even scarfs and bandanas as part of the staff uniform. We also designed and developed the Ama website, bringing the identity online through a clean, modern, and intuitive digital experience for restaurant guests.

Across all deliverables, our role was to carry the creative spark of the original logo through to a functional, flexible, and cohesive brand—one that reflects the client’s vision while delivering clarity, consistency, and impact.