FRETARD Design also designed the brand packaging, menus, and graphic detailing throughout – mirroring the bold aesthetic of the interiors.

Graphic design highlights include the custom-designed wallpaper inspired by retro, American diners of yesteryear – connecting the past with the present while adding another layer of depth to the design. And the way in which the tables are permanently laser burned with the Hello Sam name, reinforcing the edginess of the brand and prompting an element of intrigue and discussion between guests about the environment.