Reinventing Dining
Through Design

Switch Restaurants, an established hospitality group in the UAE, sought to bring a next-generation dining experience to its new locations. With a vision that blended futurism and local cultural identity, the Karim Rashid Studio was tapped to craft a bold, modern aesthetic for the brand. As part of the New York–based team, Rachel contributed to the brand's visual evolution during her time at the Karim Rashid Studio.

Brand Systems
with a Cultural Edge

Rachel supported the development of a comprehensive brand identity system that merged the restaurant’s ultra-modern sensibilities with subtle Arabic design influences. Her contributions included:

• Designing menu layouts that reflected the brand's sleek, futuristic visual language

• Creating custom textures and wallpaper patterns that integrated the logo, brand palette, and regional motifs

• Developing packaging assets such as to-go bags and stationery that emphasized high-end minimalism

• Assisting in the design of futuristic staff uniforms and dishware concepts for the new venues

Pushing the Envelope
of Restaurant Branding

Working under the creative direction of Karim Rashid and his senior team, Rachel explored new ways to express identity through tactile and experiential design. Every element—from the typography to the dishware—was conceived with the future in mind. This hands-on, detail-oriented project offered a deep dive into global hospitality branding with an emphasis on material innovation and cultural fluency.

Though she left the studio prior to the project’s launch, Rachel’s contributions helped lay the foundation for a brand experience that was not only visually bold but culturally attuned and future-forward.