When considering the concept for a new eatery, what comes to mind first? The aesthetic, the décor, or perhaps the menu? Anna Polonsky, renowned restaurant designer and branding expert from NYC's Polonsky and Friends, argues that the first step is understanding yourself and the reasons behind opening the restaurant.

“We attempt to pull out personal narratives from everyone we collaborate with,” Polonsky says. “It should be an ingrained practice, but many firms don't operate this way.” Polonsky fondly labels this method as "brand therapy."

During the Food & Wine Classic in Aspen, 2026, Polonsky held a roundtable focused on developing enduring brands in the hospitality sector. She noted that often, branding initiates with defining a visual style. However, said Polonsky, “What we focus on is your unique narrative, and the essence of your brand.”

To get to know her clients better, Polonsky presents them with a set of probing questions. The inquiry ranges from standard topics - such as the kind of food being served and the frequency of menu changes - to encouraging vulnerability, thereby seeking insight into their inspirations and tastes.

In brainstorming sessions, Polonsky communicates through images and words due to their subjective interpretations. She stated, “Individual interpretations can differ greatly on the same word; your idea of rock and roll may vary from mine.”

Chef James London, behind Charleston’s award-winning Chubby Fish, shared in the discussion that he creates an elaborate script with the design crew for each restaurant launch, this imbues everyone with a unified vision, as demonstrated at his cocktail bar, Seahorse.

London further added, “I’ve learned this from past experiences. A concept can be interpreted in numerous ways, leading to miscommunication and extra effort."

Building a well resonating brand calls for in-depth, significant personal stories. Polonsky emphasizes that a branding approach solely based on surface-level aesthetics may not yield satisfactory results. She shared that projects didn’t quite hit the mark when clients weren’t open to sharing deeply or investing adequate time in the 'brand therapy' process.

Having navigated this industry for over a decade, Polonsky knows when to encourage client involvement or when to step back from a project. “It either ends here or provide us some time, and we’ll unearth your brand,” she firmly states.

Once there is clarity on the narrative, branding decisions become seamless. When Polonsky and Friends collaborated with Rigor Hill Market, a daytime shop attached to NYC restaurant One White Street, they allowed the restaurant's principled ethos to drive the market's branding decisions, even down to merchandise like tote bags. A solid story, according to Polonsky, makes the entire process fall into place. She stated, “The basis isn’t mere inspiration. It revolves around storytelling through various touchpoints."