Photo: Amy Schromm
Bringing a Designed Chefs-Kiss to a Beloved Dining Experience
Edera Italian
Edera Italian Eatery is a fixture of St. Louis’s Central West End, serving simply refined Italian cuisine in a space that moves effortlessly between a casual weeknight dinner and an elegant private event. When Edera came to us, they arrived with something rare: a visual brand they had built significant equity in, but that had simply never made its way online.
Photographer, Amy Schromm, beautifully captured the concept’s environment and artful menu, and we collaborated with the talented technical team at Brevity for polished website development.
Scope of Services
The Strategy
We had the unique opportunity to take a strong visual identity that existed almost entirely offline and build a digital experience worthy of it. We focused on three priorities: creating a more contemporary online presence, telling Edera’s culinary story with the richness it deserved, and restructuring the navigation around the way guests actually think, getting to menus, reservations, private dining, and hours without friction. The site needed to feel like an extension of the restaurant itself, welcoming and thoughtful from the first click.
The Idea(s)
We looked for moments throughout the site where the brand identity could surface in unexpected ways, small details that charm the visitor. To tell the culinary story more honestly, we brought in a food photographer and approached the shoot with the same intention we bring to any design project, carefully curating the images that best captured the art of the food and the warmth of the space. The event and private dining experience got a full reimagining on the website that matched the elegance Edera delivers in person.
The Delivery
The finished site is a fully brand-centered build on a customized WordPress platform, giving the Edera team the ability to update content easily without disrupting the design. Every page reflects the visual identity that had been waiting for a digital home, and the guest-focused navigation makes the most important actions easy to find on any device.
A Thoughtful Approach
Made Human
The photography is where this project comes alive. Food at this level is an art form, and thanks to our collaborative photo partner, we were able to treat it like one—personally selecting and curating every image for its ability to convey both craft and feeling.
