"When Keith McNally decided to open a casual, Eastern European-inspired cafe on New York's Lower East Side, he asked us to create a unified brand that would permeate every aspect of the project. As with the owner's other restaurants, our challenge was to conceive a new identity that exudes a timeworn sense of history. The project was designed with a sense of homemade quirkiness, reminiscent of a family-owned downtown joint. Working with a calligrapher, we created a unique signature-style logo, which we translated into an old-school neon sign on the façade—a vintage touch that helped integrate it with the neighborhood. In keeping with the handcrafted feel of the Schiller's brand, We created an original typeface that gives the menu a unique handwritten appearance, while allowing staff the flexibility to update it as often as needed."