Menu by Tag Collective for Schnitz

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CLIENT

Schnitz is a sand­wich shop whose first loca­tion is in New York, NY, in the Low­er East Side, which is known for its grit­ti­ness and counter culture—they fit right in. Pre­vi­ous­ly, they were only at New York City mar­kets, and known to be rebels—always doing things a bit dif­fer­ent­ly, but still putting their food first.

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BRIEF

The Schnitz team came to us look­ing for cre­ative lead­er­ship. We revamped their entire look and feel to match who they were and cre­at­ed all the print­ed items with­in the restau­rant, from their menuboard to the loy­al­ty cards. 

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APPROACH

When design­ing for a restau­rant, a menu is their most impor­tant asset. It’s their sig­na­ture piece. But, it also needs to be their most flex­i­ble piece—this makes menu design chal­leng­ing. Schintz has style and a rebel­lious atti­tude, so we designed a punchy sys­tem to match. The menu uses yel­low and black for high con­trast, bold sec­tions to make choos­ing a sand­wich easy, and a sans serif type­face to keep a clean edge. Yet, there is still a hint of play­ful­ness, just like the food they serve. DIN Next was used as a nod to the food’s Ger­man roots and to match the cal­cu­lat­ed rig­or that is employed for each sandwich.