375° Chicken & Fries
Thrice cooked's the charm
375° is a french fry joint at the Lower East Side, NYC. They use a unique process to make high-quality french fries that are actually cooked three times, at three hundred seventy-five degrees (woah, you would have not probably guessed). Cooking it thrice makes sure that these goodies remain consistently crispy and perfect every time. Our goal is to give 375° the reputation of having the best french fries in NYC. Thrice cooked’s the charm.
The Lower East Side is known for its “come as you are” vibe. Its uncanny charm comes from the slight dodginess and grittiness of the area. That said, we strategized the 375° brand to be a balance between urban grit and simple. Inspired by the street art and cool style of the area, we created a brand that properly communicates its offerings while breaking a few rules along the way.
WHAT WE DID
Creative Direction: Kookie Santos
Lead Strategy: Kookie Santos
Lead Design: Kookie Santos
Normally fries are only cooked twice—until now. The 375° secret to the perfect fries is cooking them thrice and loading them with signature toppings. With fries being a staple especially in a place like New York, the city has its fair share of french fry joints giving 375° the need to stand out. Here, the fries are definitely kicked up a notch, and so we wanted to do the same for its branding.
The idea was to create a persona of a madman in a fry lab with a mix of Keith Haring-inspired illustrations to show the love for fries. Each illustration references pop culture or a jab at something interesting, like a frierarchy of needs.
“Our goal is to make the perfect fries, and we’re going the extra mile to do that”
— STEPHANE, OWNER
We also created their website, which features dancing pigs, an exploding head of fries, amazing photos of food, and other niceties.
“[at] 375° Fries on the Lower East Side… the potatoes are cooked three times, not the usual two. The fries emerge properly crisp, well burnished and with a creamy interior. The shop has Keith Haring-style graffiti and counter seating.”
— NEW YORK TIMES, 2017