Challenge

When client Keith McNally decided to open a French bistro in the now trendy Meatpacking District of Manhattan, the area was anything but chic. In fact, in 1997 it was virtually deserted. But he asked us to help make his vision of an authentic working-class bistro come to life, and to create a dining destination out of a neighborhood better known for meat lockers than beouf bourguignon.

Action

The famous Pastis logo was designed to convey the authentic feel of an old-style local French eatery. It changes slightly according to different uses in order to give the effect of a brand that has grown and evolved over time. The Mucca team designed a set of four distinct custom typefaces to be used in support of the brand across an array of printed pieces. A crucial element of the identity was the exterior signage; it needed to attract attention to a neglected street corner with little traffic, yet blend into its weathered and gritty surroundings. Authentic enamel drink menus tempt passersby with vintage cocktails, while the rough-looking, faded lettering on the façade, juxtaposed with iconic red awnings over the outdoor tables, suggest that the place has a history, and invites others to be part of it.

Results

Another one of Keith McNally’s hugely successful landmark restaurants, Pastis is a familiar setting for celebrities, sophisticates, and ordinary folks alike. Its lasting success is a testament to the power of the the proprietor’s vision and the brand identity that established it as a beacon for like-minded restaurateurs to follow.

Recognition