Peter Lora

Background

About Peter Lora

I create brands that feel as good as they look. My work lives where hospitality, fashion, and wellness overlap, translating ideas into identities that move people.At Upward Projects, I lead creative across five restaurant brands including Postino WineCafé, Windsor, Joyride Taco House, Churn, and Federal Pizza. Each concept has its own voice, but they all share the same intention: to make people feel something. I oversee campaign development, packaging, and storytelling across every channel, ensuring the details work in harmony with the bigger picture.Before that, I helped refine the sensual, pleasure-driven identity of Kiki De Montparnasse, and continue to consult for clients like Framed Ewe Optical and Camelback Flowershop. My background in music shapes how I approach brand building: rhythm, tone, and timing all matter.I’m drawn to brands with purpose, edge, and emotion. Those that blur the line between commerce and culture.Explore more work at peterlora.com