The Upsider NYC

We were approached in 2014 by NYC foodie entrepreneur Zachary Lynd to create the visual identity and to help design a new eatery in the Upper Eastside. He was looking to create something non formulaic that oozed light-hearted personality.

The Upsider is a restaurant on the Upper Eastside (Upsider) in New York city. Working closely with Zachary Lynd, and to an extremely tight schedule, we created a visual identity based around a suite of quirky illustrations, patterns and hand drawn type that riffed on the restaurant's name. The assets and colour palette were used subtly throughout the restaurant's interior, marketing and website to ensure that the naive quirky nature of the visual identity and the stylish interiors and food were perfectly balanced.