Dracula’s House – Restaurant Branding & Launch Campaign

Role: Senior Art Director / Brand Designer

Client: Dracula’s House (concept restaurant)

Location: Chicago, 2024

Overview:

When you’re immortal, reinvention is inevitable. In 2024, Dracula himself relocated to Chicago and opened a restaurant that reflects both his timeless legacy and his taste for modern design.

Blending contemporary aesthetics with Gothic nostalgia, Dracula’s Home is a dining experience where tradition meets reinvention — a space where the Count’s longing for his old Transylvanian castle is reimagined through sleek minimalism, moody textures, and playful bloodlines in the branding.

My Contribution:

I led the full branding process — from strategic positioning to creative execution — and developed a distinctive visual identity that balances eerie charm with urban sophistication. My role included:

Brand Naming & Storytelling: Crafted the brand narrative: Dracula brings his castle to the city.

Visual Identity: Developed a bold and elegant system using black-on-black palettes, sharp serif typography, Gothic motifs, and blood-red accents.

Logo Design: Designed a crest-like symbol that evokes heritage, secrecy, and a new beginning.

Branded Touchpoints: Created cohesive materials including menus, signage, uniforms, packaging, and digital assets.

Digital Presence: Extended the identity into social content with a dry, vampiric tone and curated visual storytelling.

Launch Campaign:

To introduce the restaurant with a memorable twist, I also developed the launch campaign — a citywide treasure hunt inviting curious humans to follow cryptic clues across Chicago. Participants unlocked hidden invitations to an exclusive soft opening and received custom mystery boxes with thematic collectibles and a blood-red pass. The game amplified brand intrigue, built anticipation, and turned Dracula’s return into a public legend.

Impact:

Dracula’s Home positioned itself not just as a restaurant, but as an urban myth made tangible — where food, story, and style merge into an unforgettable brand experience.