Carve American Grille

When Perry’s Restaurant Group was looking to open a new culinary and craft-focused restaurant concept, Carve American Grille, they retained Aria Group to provide design and branding services.

Location

Austin, TX

Project Includes

Architecture

Interiors

Carve American Grille is the latest concept from the Perry’s Restaurant Group that reinvents the American grille dining experience while paying homage to the butcher shop beginnings of the Perry’s family. Situated in the Lantana Place mixed-use development in Austin, Texas, the restaurant seats nearly 300 in its combined interior and four patio spaces. With this new restaurant concept, we sought to capture an “upscale industrial” aesthetic, relating to the butcher heritage of the brand. Special attention was paid to even the smallest details of the space to create that butcher shop aesthetic. For example, bovine and butcher focused art, an authentic reclaimed lasso display, and antique accessories such as meat hooks and a vintage meat scale all tie into the butcher shop heritage.

We also participated in the branding of the restaurant. We collaborated with operations on tableware selections as well as tabletop accessories such as butcher paper “tablecloths” and branded stamps. We selected uniform pieces and curated an employee lookbook for employee uniform guidance. In collaboration with a graphic designer, we aided in crafting the menus. We even had input in the playlist for the restaurant. Not only was this new concept a pleasant design challenge, it brought with it unique branding opportunities where we were able to apply our design knowledge in more than just an architectural setting.