A narrow hallway with dark textured walls and black floor leading to a dimly lit room with tan velvet chairs and a large, textured, wooden or wicker ceiling decoration.

The Key

OUR ROLE

Brand Strategy, Brand Identity, Digital & Print Design

THE BRIEF

The Key is a members-only dining app that unlocks hard-to-get reservations at iconic restaurants like Cipriani, Beefbar, Benihana across Paris, South of France and Monaco. The creative challenge was to build an identity that signalled rare access without spectacle, capturing the quiet confidence of being “in the know” while making the experience feel effortless and intuitive.

People enjoying a dinner with sushi, sashimi, and drinks at a restaurant table.
Decorative dining room with round tables set with white tablecloths and glassware, plush blue and tan armchairs, and a large black and white photograph of lips and hands on the wall, with the text 'THE KEY' overlayed.
A table set with Italian food including pasta, breaded chicken, meatball, and salad, with wine glasses and a green decorative basket.
A chef preparing sushi in a Japanese-style restaurant with traditional decor, and the text 'The Key' displayed in the center.
Interior of a restaurant or lounge with warm lighting, artwork, wine bottles, and a lush plant, featuring a modern and stylish decor.
Assorted plates of pizza and appetizers on a white table with the text 'THE KEY' overlayed in the center.
A dimly lit interior of a sophisticated lounge or bar with plush chairs, wooden panels, and artistic lighting, with the words 'THE KEY' overlaid in white text.
Screenshots of a restaurant booking and menu app showing a cozy, upscale restaurant interior with red seating and gold lamps, and a map with restaurant options and booking times.
Interior of a modern restaurant with a sushi chef preparing food behind the bar, wine glasses on the counter, and wooden chairs lined up at the bar.
Black business cards floating against a dark background. One card reads 'THE KEY' with 'Founding Member' underneath. The other cards feature a circular logo with the letters 'f' and 'k'.
A collage of hotel and restaurant promotional images, including a smiling man at a dining table, a dish prepared for an event, a reservation guide for Paris Fashion Week, an aerial view of Monaco and Cannes, a restaurant interior with a reservation for Cipriani Monaco, a top dish from Anna Paris, a hand holding a glass of wine, and a dinner menu, all related to a luxury dining experience.
A person pouring gravy onto two cream-filled éclairs on a decorative plate at a table with other dishes.
Close-up of a black surface with an embossed oval logo containing the letters 'T' and 'K' in the center.
Three smartphone screens displaying a restaurant reservation app with images of an ornate dining room, food, and a bar, including reservation details and menu options.
A table set with glasses of red wine, plates of food, and condiments, with people dining. Overlaid text reads: 'Seamless access to the world's most coveted tables' and displays various restaurant logos.

More work

The Key

The Key

Insight Timer

Insight Timer

Mia Oh

Mia Oh

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INFO@LEDEPARTMENT.CO

A plush, beige armchair with a laptop resting on the armrest.