Friends in Food

Founded by Robyn Tse and Maggie Tang, Friends in Food is a New York City-based community connecting hospitality business leaders through curated gatherings, conferences, dinners, and professional development experiences. Built around the belief that meaningful industry progress happens through conversation and community, it has become a space where the people shaping hospitality come together to exchange ideas and create what’s next.

The redesign transforms the website into a digital expression of that community — centered around “the table” as a place for connection, collaboration, and knowledge sharing. Every element was designed to balance the professionalism of a business network with the warmth and intimacy that defines hospitality.

The identity combines an editorial serif with a geometric sans serif to create a system that feels approachable, contemporary, and highly functional. A restrained black-and-white palette complements the brand’s signature red, while a minimal layout, generous spacing, and subtle motion create a refined experience that lets the stories, people, and ideas take the lead.