I have a weird fascination with fast food (and quick service restaurants) and their part of Americana. As such, when the stay-at-home orders started I found myself with a lot of free time. Starting with just a pun for a name, I developed the entire restaurant's branding and even did a bit of copywriting as well.
When I lived in New York for a year I came to appreciate the clean modernization the city was going through while also loving the grittiness that is trademark to Manhattan. I wanted to bridge the two and create something that felt right at home in both.
Content falls primarily in two categories and then in several sub-catagories. Category A is designed content while Category B is photography.
The designed content is split between three primary groups. 1) "Shower thoughts" about breakfast and New York related topics, 2) Designed out headlines that would also feel at home on a t-shirt, and 3) Announcements and deals.
The photographic content also falls into three buckets. 1) User generated photos from social media, 2) Glamor shots of the food on the menu or limited time only items, and 3) hands on food.