Greywind

Crafting a destination dining experience

from concept to identity

CLIENT: RELATED INDUSTRIES
AGENCY: JANE SMITH

CONCEPT - NAMING - STORY - BRANDING

Greywind was conceived as a full-sensory restaurant brand inside Hudson Yards, NYC

Related Group partnered with James Beard Award-winning Chef Dan Kluger & JANE SMITH AGENCY

to bring his vision of a modern Hudson Valley morning to the streets of new york city

We built a brand identity rooted in sensory storytelling

aligning with Chef Dan’s ingredient-first philosophy and the broader movement toward authenticity and seasonal connection.

The work spanned positioning, naming, and creative direction, culminating in a brand book, website,

and 45+ collateral pieces that unified Greywind and its four adjacent spaces.

Result:
An integrated brand system that elevated Greywind into a standout Hudson Yards destination

earning coverage in The New York Times and Eater and defining a digital and in-person experience that feels both immersive and intentional.