MINT KITCHEN | NEW YORK CITY
WELCOME TO YOUR
ISRAELI OASIS
Tel Aviv Sunsets & Baked Falafel Land in NYC.
MINT KITCHEN
PROJECT DETAILS
Branding & Identity
Packaging
Exterior Design
Wayfinding
Menu Design
PROJECT SUMMARY
Mint’s mission was to create an elevated fast casual Middle Eastern experience. In a market full of these kinds of concepts, our goal was to differentiate Mint as a true Israeli dining experience and transport guests to the beachside city of Tel Aviv.
THE CHALLENGE
Building a brand that is true to Tel Aviv and the chef’s culinary profiles.
OUR APPROACH
Capturing those beautiful Tel Aviv sunsets and using them as the building blocks of a scalable brand.
Fresh – Creative – Balagan
Our Mint logo carries the casual, yet refined tone of the space. Mint is written in an effortless script. The Mint space is decorated with string lights and rope pendants that make the environment feel natural and welcoming. Our goal was to visually reflect the idea that if you come to Mint stressed you will leave well fed and a lot more chill (for a New Yorker).
Charming Illustrations
We studied the imperfections of fruit and veggies and what make them beautiful. We drew charming, genuine illustrations inspired by Chef Erez’s passion for quirky produce. These icons appear throughout printed collateral from to-go menus to in-restaurant collateral.
Loved by WWD.
“Located in Greenwich Village, the space is outfitted with natural wood tones and decorated with hanging lights and plenty of foliage. In addition to tables, the space offers stadium-style seating as a unique option.”
“I could eat at Mint Kitchen everyday. The food is delicious and fresh but the space and the vibe add so much to the experience.”
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