Max & Helen’s: Building a Brand That Feels 100 Years Old

2 Min Read By MRM Staff

Building Max & Helen’s has been a lesson in patience and problem-solving for Creative Director Lily Rosenthal. Despite a few setbacks, the Los Angeles diner, a tribute to her grandparents, is now expected to open later this fall.

“The challenge was the waiting game,” Rosenthal said. “We’ve been eager to open for the past year, but with hold ups from the city and the permits, it took longer than expected. However, it might’ve been a blessing in disguise, we’ve been given more time to test and train.”

The extra time also allowed the team to refine every element of the brand from visual identity and menu development to staff training and social media presence. 

The goal was clear: to create a space and brand that feels timeless.

We want our guests to feel like this has been here for 100 years.

“We want our guests to feel like this has been here for 100 years,” she stressed. “No frills—just your local spot where you feel at home.”

Rosenthal’s approach centers…