Daily ProvisionsBaked to Perfection

Refining the identity for New York’s neighborhood kitchen

Casual all-day cafe Daily Provisions had a stellar team and a unique idea behind it, but its branding wasn’t quite rising to the occasion. Its established logo was subtly evolved into a full identity system and visual concept, preparing the company for expansion across NYC.

Daily Provisions is a recent venture from restaurateur and Shake Shack founder Danny Meyer, whose Union Square Hospitality Group also runs beloved and acclaimed NYC favorites including Gramercy Tavern, The Modern, Maialino, and more. His latest concept is positioned as a neighborhood kitchen that serves everyday favorites with extraordinary quality and service. This bakery, dining and coffee spot is intended as a place for pause in a fast-moving world, for those who appreciate care as much as convenience.

The original Daily Provisions identity had helped the brand establish a loyal audience, but didn’t provide enough for ambitions to expand. To enhance the brand, interventions ranged from redrawing the logomark for enhanced legibility, to imbuing the concept of a morning-to-night cafe into visuals and messaging.

Though Daily Provisions locations had an easily recognizable color scheme, this wasn’t reflected in the branding. The deep, inky blue of the storefronts was therefore extended across all visual elements, from packaging to marketing materials. Tweaks to the fluid hand-written logo – slightly adjusting character forms, narrowing spacing and increasing the weight – greatly improved legibility on facades and beyond.

The continuous line of the logo also became a metaphor for time. This simple graphic element evolved into a variety of illustrations by Lara Berg, which elegantly trace into forms that fit in three categories. Icons reflect the menu, Moments depict instances of joy and pause, and Scenes capture the energy of the cafe environment and the city. These unifying gestures refer to the everyday in a way that’s unexpected and extraordinary.

Since the updates, Daily Provisions has scaled-up from one to four locations across Manhattan – becoming not just a neighborhood kitchen, but the neighborhood kitchen in some of the city’s most dynamic locales. Yet despite fast expansion, the brand retains its commitment to delivering exceptional quality and surprise to everyday life. Try one of their crullers (if they’re not sold out) and you’ll see what we mean.

Casual all-day cafe Daily Provisions had a stellar team and a unique idea behind it, but its branding wasn’t quite rising to the occasion. Its established logo was subtly evolved into a full identity system and visual concept, preparing the company for expansion across NYC.

Daily Provisions is a recent venture from restaurateur and Shake Shack founder Danny Meyer, whose Union Square Hospitality Group also runs beloved and acclaimed NYC favorites including Gramercy Tavern, The Modern, Maialino, and more. His latest concept is positioned as a neighborhood kitchen that serves everyday favorites with extraordinary quality and service. This bakery, dining and coffee spot is intended as a place for pause in a fast-moving world, for those who appreciate care as much as convenience.

The original Daily Provisions identity had helped the brand establish a loyal audience, but didn’t provide enough for ambitions to expand. To enhance the brand, interventions ranged from redrawing the logomark for enhanced legibility, to imbuing the concept of a morning-to-night cafe into visuals and messaging.

Though Daily Provisions locations had an easily recognizable color scheme, this wasn’t reflected in the branding. The deep, inky blue of the storefronts was therefore extended across all visual elements, from packaging to marketing materials. Tweaks to the fluid hand-written logo – slightly adjusting character forms, narrowing spacing and increasing the weight – greatly improved legibility on facades and beyond.

The continuous line of the logo also became a metaphor for time. This simple graphic element evolved into a variety of illustrations by Lara Berg, which elegantly trace into forms that fit in three categories. Icons reflect the menu, Moments depict instances of joy and pause, and Scenes capture the energy of the cafe environment and the city. These unifying gestures refer to the everyday in a way that’s unexpected and extraordinary.

Since the updates, Daily Provisions has scaled-up from one to four locations across Manhattan – becoming not just a neighborhood kitchen, but the neighborhood kitchen in some of the city’s most dynamic locales. Yet despite fast expansion, the brand retains its commitment to delivering exceptional quality and surprise to everyday life. Try one of their crullers (if they’re not sold out) and you’ll see what we mean.