Five & Dime, a
culinary gathering.
I.
Overview
Five & Dime was an Oakland-based supper club founded by chef Amanda Yee, bringing people together through immersive, themed dining experiences. Each gathering unfolded at an undisclosed location, revealed to guests only after booking, adding an element of anticipation and discovery. Five-course menus, live music, and featured artists transformed each event into a shared celebration of food, art, and culture.
II.
Objective
The goal was to establish a distinctive, cohesive brand that communicated the supper club's personality and built confidence among prospective guests. The project spanned the visual identity, brand standards, print collateral, and a website designed to promote events, facilitate reservations, and support private cooking lessons.
Creative Elements
The visual identity brought together color, typography, illustration, and food photography to express Five & Dime's eclectic personality. Across print and packaging, these elements created a cohesive visual language that extended the brand beyond the dinner table.
Food Photography & Patterns
Business Cards
Business Card Mockups
Paper Bags
Burlap Bags
Event Flyers: Series I
Event Flyers: Series II
Website Development
The website extended the Five & Dime identity into a digital experience built around discovery. A streamlined, single-page layout featured rotating hero images, each slowly panning across the screen to create movement and anticipation.
Single-Page Experience
Designed around discovery, the experience brings upcoming dinners, stories, and information together in a simple, intuitive format, letting the personality of Five & Dime come through.
Stage 1
Stage 2
Stage 3
Stage 4
III.
Why It Matters
A cohesive brand helped give Five & Dime a recognizable identity across the guest experience, from discovering an event to engaging with the supper club online and in person. By extending the visual language across digital and physical touchpoints, the project brought consistency to a dining concept built around discovery, creativity, and connection.
