Allison Rosenwinkel is much more than a design consultant — she’s a brand therapist. Alongside her business partner and husband, Paul Demyanovich, she co-founded and currently serves as the managing director of HiFi Brands. Together, they provide comprehensive, full-range brand strategy and a suite of design and branding solutions for a wide variety of clients in the hospitality industry and beyond. Their approach helps craftspeople and business owners integrate their stories in powerful, emotionally-resonant ways. Allison joins us in the studio this week to discuss the importance of being understated, the benefits and pitfalls of trends, the psychological underpinnings of menu design, and so much more.