Keith McNally
Defining the restaurant
landscape of New York City.
Our decade-long partnership with renowned
restaurateur Keith McNally produced some of our most celebrated work, including Balthazar, Schiller’s and Pastis. We’re proud that it was instrumental in shaping the social life of New York City. With each new restaurant, we seized the opportunity to create an iconic identity that would define the next A-list destination and precipitate the transformation of the neighborhood around it.
Balthazar
The grande dame of French brasseries, Soho’s Balthazar defined a genre and inspired many imitators. The longevity of the restaurant is a testament to the timelessness of the identity, which was extended to include a sub-brand for Balthazar Bakery, the retail and wholesale operation.
Schiller’s
For Schiller’s Liquor Bar, as with McNally’s other restaurants, we created a new identity with a time-worn sense of character to integrate it with its gritty Lower East Side neighborhood. Fun fact: you might have spotted its iconic neon sign on SNL’s intro reel.
Pastis
Pastis was designed with multiple logos and type treatments to convey the feel of an old-style local eatery that had evolved over time. A beacon for like-minded restaurateurs to follow, it preceded the Meat-Packing District’s stunning evolution.
