Streetz American Grill restaurant identity by Cue

July 10th, 2014 by retail design blog

Streetz American Grill is an independent, quick-serve restaurant concept that offers great American street food in an environment with an upscale vibe. Our client, an entrepreneur with a passion for food and hospitality, saw an opportunity to create a menu of the most loved street foods, authentically prepared from quality ingredients. Streetz is inspired by famous street food destinations found across the country – places with unique character that specialize in local favorites, like Philly cheesesteaks, Coney Island hot dogs and gyros.

The Streetz identity is composed of word mark applied to signage, and brought to life in environments created with an edited color palette, unique typography and messaging to add personality. The primary identity and signage is reminiscent of signs and ephemera from vintage American dining establishments, from hot dog stands to burger joints. These elements work together to create an experience that is sleek and approachable.

The brand uses typographic textures to deliver messaging. A defined palette of materials and simple architectural details creates an environment that is inviting and modern. This “kit of parts” is used to develop a distinct look and feel at each location, and within different building configurations. From Monster Burgers to Chicago dogs to truffle fries, the menu hosts a wide array of items. The menu choices are presented simply and clearly, to expedite selection and ordering. Branding is applied to workwear, hats and retail apparel. Packaging features the Streetz brand pattern on paper liners, sandwich boxes and bags, for eat in and carry out.

Streetz began with two locations, one in a former diner and a second in a strip mall location. Collaborating with Tanek Architects, we created a branded site with elements that can be assembled in a variety of configurations depending on location, signage needs and differing city codes. Similarly, the restaurant interiors use a palette of colors, materials and architectural details to support a brand that is unique, inviting, and scaleable.

Designed by Cue

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