Welcome to Succotash
Southern charm is all about nuance and hospitality
When you share a meal with someone from the South, you’re not just their guest…you’re family.
SUCCOTASH, a collaboration between Culinary Director Edward Lee and the team at Knead Hospitality + Design, showcases a progressive perspective of classic Southern favorites. Five-time James Beard Award nominee Edward Lee brings his Korean roots and Southern repertoire to a soulful Southern menu.
The restaurant was named after the classic dish that has been a longstanding staple of the Southern table. While many know “Succotash” when they see it, the dish has been interpreted, modified and passed from generation to generation for centuries. While Succotash between families will share similarities, each family’s recipe is deeply personal and reminiscent of those special suppers that bring kin together.
Traditional Southern charm meets urban flare. When branding SUCCOTASH, we were inspired by the staple ingredients in Southern cuisine and warm, copper tones. We combined these elements into the logo by creating a blend between corn and copper.
When it came to the brand’s voice and website, we wanted to capture the lingo of the South while giving it a comical edge with phrases like “Gimme Some Suga” and “We Love You Like Biscuits and Gravy.” We carried this tone across all aspects including website, coasters, check presenters, apparel, and more.
Our level of commitment sets us apart from the rest. We worked closely with Knead Hospitality + Design and vendors to print the custom logo on vintage plates to literally bring something different to the table. Since its launch and much to it’s success, Succotash is opening two more locations in California.