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.
Launched this week, the designs will 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," commented 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 neighborhoods and foods, incorporating taglines like 'Taste Where It Takes You,' 'Take the Ferry to the Far East,' and 'Taste Heaven in Hell's Kitchen.' 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.