Midtown Manhattan’s first takeout gourmet shop has been saving office workers from hotdog-cart hell since it opened in 1981. Its ethos of quality homemade food in a rustic setting is just as relevant today, but it needed a brand refresh that would include its outdated website.
The workhorse company typeface, Gill Sans, became the basis for a lively brand system that incorporates the myriad versions of the font, from outlined to inline to shadow. Textures and illustrations round out the identity with a food-friendly warmth.
We revamped the online experience to bring it into the 21st century and make it a foodie destination. An engaging, recipe-heavy blog and streamlined UX drive customers to place orders on the website instead of through external apps.