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375 CHICKEN & FRIES NYC BRAND IDENTITY

Thrice Cooked's the Charm

 

BRANDING SCOPE
Brand Identity 
Brand Strategy 
Copywriting 
Environment Design
Packaging Design
Content Development
OVERVIEW

375° is a french fry joint at 124 Ludlow, 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. 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.

“[at] 375° 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.” — The New York Times, 2017

MORE INFORMATION
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. We also created their website, which features dancing pigs, an exploding head of fries, amazing photos of food, and other niceties.

“Our goal is to make the perfect fries, and we’re going the extra mile to do that” — Stephane, Owner
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Make Sense & Look Good®. Made by Serious People. Creating brands that shape tomorrow, today. Boring is the Enemy. Humans deserve nice things™. Seriously. Hi Mom. Success is found in the details. With great budgets come great work. We are known to make brands human. We enjoy creating brands from the ground up. Great brands invest in great design. Ugly brands don’t care about people. Your brand could always be better. Trust us. Branding is like mind control, but cooler. We will tell you if you have food stuck in your teeth. For a relaxing time, make it Suntory time. Make Sense & Look Good®. Made by Serious People. Creating brands that shape tomorrow, today. Boring is the Enemy. Humans deserve nice things™. Seriously. Hi Mom. Success is found in the details. With great budgets come great work. We are known to make brands human. We enjoy creating brands from the ground up. Great brands invest in great design. Ugly brands don’t care about people. Your brand could always be better. Trust us. Branding is like mind control, but cooler. We will tell you if you have food stuck in your teeth. For a relaxing time, make it Suntory time. Make Sense & Look Good®. Made by Serious People. Creating brands that shape tomorrow, today. Boring is the Enemy. Humans deserve nice things™. Seriously. Hi Mom. Success is found in the details. With great budgets come great work. We are known to make brands human. We enjoy creating brands from the ground up. Great brands invest in great design. Ugly brands don’t care about people. Your brand could always be better. Trust us. Branding is like mind control, but cooler. We will tell you if you have food stuck in your teeth. For a relaxing time, make it Suntory time. Make Sense & Look Good®. Made by Serious People. Creating brands that shape tomorrow, today. Boring is the Enemy. Humans deserve nice things™. Seriously. Hi Mom. Success is found in the details. With great budgets come great work. We are known to make brands human. We enjoy creating brands from the ground up. Great brands invest in great design. Ugly brands don’t care about people. Your brand could always be better. Trust us. Branding is like mind control, but cooler. We will tell you if you have food stuck in your teeth. For a relaxing time, make it Suntory time.

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