The Last Word Huntington

Dinner, eCommerce, Restaurant Sites

Status:
Online
Client:
PopMenu
Established:
2024
URL:
thelastwordhuntington.com
Location:
NY, USA
Project Scope:
Website Redesign, UX Strategy, Reservation Integration, Brand Elevation

Project Overview

Moody Lounge Meets Culinary Craft

The Last Word Huntington, a New American staple in the heart of Huntington Village, offers a sophisticated fusion of South American flavors and upscale dining. However, their digital presence was disconnected from reality; the existing website failed to capture the "moody lounge" atmosphere that defines their physical space. The client required a complete visual overhaul to reflect the elevated culinary experience they offer.

The mission was to create a digital twin of the restaurant's interior. We aimed to design a darker, sleeker website that prioritized visual storytelling and "elevated simplicity," ensuring that the online user journey felt as luxurious as sitting at the chef's table while seamlessly driving reservations.

Challenges & Goals

The Challenges

Brand Disconnect: The previous site was outdated and generic, lacking the "moody" and "refined" aesthetic of the restaurant's actual interiors.

Event Visibility: Weekly happenings and live music nights were buried, leading to missed opportunities for driving foot traffic on specific nights.

Reservation Friction: The booking process was disjointed, often requiring users to hunt for the OpenTable link rather than having it integrated into the browsing flow.

The Goals

Visual Elevation: Transition the visual identity to a "Dark Mode" palette using deep charcoals and gold accents to evoke luxury.

Modern Typography: Implement a contemporary font stack (Poppins & Inter) to replace dated serif pairings and improve readability.

Seamless Booking: Embed the OpenTable widget strategically across the site—not just on the contact page—to capture reservations at the moment of decision.

Strategy & Approach

Phase 1: Visual Atmosphere

Inspired by sleek benchmarks like The LM Social, we restructured the layout to focus on large-format imagery and intentional whitespace. We adopted a Dark and Moody palette, leveraging deep charcoal backgrounds with Gold accents. This shifted the tone from "standard restaurant" to "luxury destination."

Phase 2: Typographic Modernization

We overhauled the typography to align with modern design standards. We implemented Poppins for headings to provide a clean, bold structure, paired with Inter for body text to ensure high legibility on mobile devices. This combination offered the perfect balance of contemporary edge and usability.

Phase 3: The Event Engine

To support the restaurant's social calendar, we built a dedicated Events Module on the homepage. This dynamic section spotlights live music and private parties, ensuring that programming is front-and-center rather than an afterthought.

Solutions Delivered

Area	Highlight
Visual Design	Crafted a "Dark Luxury" aesthetic using deep charcoals and gold accents to match the venue's lounge-style interior.
Reservations	Embedded OpenTable widgets seamlessly into menu sections and the homepage for friction-free booking.
Typography	Implemented a modern Google Font stack (Poppins + Inter) to improve readability and visual sophistication.
Event Strategy	Developed a dynamic Events module to promote weekly happenings and live music directly on the landing page.
Photo Journal	Designed a modern gallery layout that serves as a visual journal of the ambiance, cocktails, and signature dishes.