BrandingGraphic Design

Le Turtle

posted by Alice Harrison July 7, 2016

To emphasise further the exciting arrival of the French new-wave restaurant, Leta Sobierajski and Wade Jeffree, both renowned for their combining of traditional graphic design elements with contemporary artistic processes, in turn creating consistently enticing and unique visuals, have once more embedded their harmonious aesthetic, unveiling the illusive creations which inform the identity of Le Turtle.




Immersed in neon lights, draped in pink velvet and constructed in Horween leather, a striking emphasis on raw materials is beautifully considered while the waitstaff dressed in juxtaposing steel-grey jumpsuits weave carefully around the two-way mirrors, set to a soundtrack of French hip-hop. Sobierajski and Jeffree perfectly embed the intended atmosphere of the 18-table restaurant, injecting visual occult and psychedelic symbology, transporting visitors into a beautifully surreal experience.






A nod to references such as The Holy Mountain by Alejandro Jodorowsky, the paintings of Victor Vasarely, the architectural notes of Carlo Scarpa and Sol Lewitt powerfully inform their vision, exceeding expectations further as viewers are immersed into the aesthetically stimulating and undoubtedly intelligent identity the pair have infused into both design and art direction.




Further enhancing the authenticity, a bespoke typeface has been created, perfectly implementing the monochrome motif, integrating the iconography from web to print.


Le Turtle was founded by Taavo Somer of Freemans and Carlos Quirarte of The Smile and is located in New York.

Art Direction & Design: Leta Sobierajski & Wade Jeffree
Interior Photography: Scottie Cameron
Web Development: XXIX
Typography Development: The Designer’s Foundry


Alice Harrison

Alice Harrison

Author at People of Print
Alice Harrison

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