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The counter of Stand restaurant

An identity made of words, stacked like a tasty burger

Stand was one of the finest NYC burger restaurants of its time. The menu, conceived of by an Alain Ducasse disciple, took burgers to new heights. A popular spot for students in the West Village, we wanted to create a fun and vibrant identity for Stand. The result was an identity made almost entirely from copy that endeavors to entertain and delight customers at every turn.

Copywriting for Stand on a well done burger with an image
The new menu of Stand on a table

This is what a successful collaboration between writer and designer looks like! Our former writer, Tom Greenwood, led the Stand project. The extended logo lock-up, constructed entirely of words, set the tone for the entire brand.

Min Lew, Partner
Stand Restaurant in New York City

Every element was considered. The matchbooks were the final flourish. NYU students used to frequent Stand, so on the back of the matchbooks, we allowed space for them to write basic pick-up information, "I met xxx", "Number xxx". They were a hit.

Geoff Cook, Partner
Copywriting for Stand on eating by hand
Copywriting for Stand on homemade ketchup
Set of different printed materials for Stand restaurant
Copywriting for Stand on using napkins