Chef's Counter

Building on the wild success of Chef’s Club, the owners wanted to create a fast-casual series of locations throughout New York. I took the high-end Chef’s Club brand and translated into a refined grab-and-go experience. If Chef’s Club was a culinary showcase, then Chef’s Counter invites guests into the kitchen and culinary laboratory. The menu is envisioned as a daily, limited-quantity selection, so I designed menu displays that highlighted what was still available.