The Working Assembly Celebrates NYC Restaurant Week In a Way Only New York Can

NYC-based branding studio The Working Assembly (TWA) recently collaborated with NYC & Company to rebrand New York City epicurean staple NYC Restaurant Week, providing a new brand identity to celebrate the 25th anniversary of the famed event, taking place from July 24th to August 18th, 2017.

Launched July 10th, the designs appear both on NYC Restaurant Week’s digital platforms as well as OOH in bus shelters, PATH trains, and street poles, tempting prospective diners into hundreds of eateries around the city.

"We were excited to collaborate with the NYC & Company team to develop a campaign for NYC Restaurant Week highlighting their 25 years celebration," said Jolene Delisle, Partner/Creative Director, The Working Assembly. "We wanted to ensure that the creative work reflected the fun and inclusivity of this much anticipated annual summer event."

TWA’s rebrand reflects the culinary cultural mosaic of the city and celebrates the global cuisines New York City offers. Their design and imagery juxtaposes neighbourhoods and foods, incorporating taglines like ‘Taste Where It Takes You,’ ‘Break Bread in Another Borough,’ and ‘Share a Cab, Hog a Dessert.’ Led by TWA’s creative director Jolene Delisle and design director Lawrence O’Toole, the studio teamed up with food photographer and social media influencer Bobbi Lin to capture these food stories, as well as copywriter Kate Canary of NYC & Company. One visual depicts a perfectly and deliciously styled plate with phrases hand-piped to garnish the dish.

TWA also created the 25-year logo, which has a fork and spoon playfully hidden in the negative space of the numbers.

The project highlights a directional shift in NYC Restaurant Week’s branding, fitting with TWA’s philosophy of growing startup brands, shifting established brands, and evolving iconic brands.