Aretsky’s Patroon

A timeless brand for a classic steakhouse.

Aretsky’s Patroon is a New York steakhouse located in midtown Manhattan. Our challenge was to reposition Aretsky’s from a business lunch favorite to a versatile hub for all occasions, and to expand its reach to a younger audience beyond its mostly corporate clientele. We capitalized on their unique location in a four-level townhouse to highlight their special event and private dining capabilities, basing the identity on the iconic building itself, a perfect representation of the restaurant’s diverse offerings.

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We paired a classic typeface with double Os for a memorable twist to a sophisticated type treatment.

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Our rebranding helped this New York institution retain its timeless charm while becoming a modern destination for fine dining and special events. Even for a classic, a little change goes a long way.