The Cheese Steak Shop
Long time client of Overstreet Associates, The Cheese Steak Shop—an iconic Bay Area staple & restaurant founded in San Francisco in 1982—changed ownership and wanted a full rebrand. 35 years after it was founded, I had the honor of rebranding the entire franchise restaurant, top to bottom. Taking great care to stay true to their roots and history, I was able to marry the core brand with a unique contemporary look that stands tall and competes in the new crowded industrial-contemporary food space industry.
Date: April 9, 2018 – November 19, 2018 [First Concept – Launch]
Roles: Lead Designer / Art Director
Final lockups — GOLD & SILVER
Logo versions
BUSINESS
BRAND GUIDELINES
TRIFOLD MENU
INSTRUCTIONS
WORD-ART
POSTERS & FLYERS
PEOPLE PACKAGINg / VESSEL
CARRY-OUT BAG
BOMBER BOX / FRY SWEATER / VESSEL
STORE PACKAGING
WWW
Product Photography Shoot
After the core look & feel was established, new food product photography came next. I had the pleasure of art directing the shoot, working with the client, photographer, food stylist, cook and account rep, the shoot ran incredibly smooth and efficient. I wanted to create an atmosphere where everyone contributed their ideas—equally—and had a blast at the same time. I’ve always believed if you truly have fun doing it, the final product reflects that and becomes stronger.
One challenge: the surface the photographer preferred lacked contrast and I didn’t feel fit the brand. I convinced the photographer to use, in his words, “my old dirty work table?!” then I proposed looking at both options side by side. After a quick glance I asked the client if he would like to shoot on both surfaces so we had flexible assets afterward. Client insisted on using the white surface, solely. Collectively, the entire team was able to produce quality images that paired perfectly with the new brand.
Date: June 28, 2018
Role: Art Director / Photo Editing
Photographer: Paul Schraub
Food Stylist: Diane Gsell