Feel Good Food
Schnipper’s is a family operated, born-and-bred New York City restaurant. Founded by two brothers, Schnipper’s serves a wide variety of ‘Feel Good Food’ options, ranging from burgers and milkshakes to salads and sandwiches. Working closely with the Schnipper brothers, GrandArmy developed a new identity system with hand drawn typography, illustrations, menu systems, packaging, and in-store signage. We wrote new copy guidelines and expanded upon the Schnipper’s positioning through interior design, to embody the casual and comfortable feel of American roadside dining.
Creative Direction: GrandArmy
Strategy: Charlie Jones
Identity, Art Direction, Retail Design, Packaging, Copywriting