Our brand, developed in tandem with interior design by New York's Parts and Labor Design, is intended to maintain a sense of history and place. The primary challenge was finding a way to elevate the diner's visual brand vibe without disconnecting it from its down-to-earth roots.
Our primary display typeface, Bureau Grotesque, provides a confident yet classic aesthetic that nods to the heyday of the previous Tops Diner, built in the mid-80's.
Illustrations pepper the interior wayfinding system, providing an appropriate level of personality to an otherwise buttoned-up space. “Toni” and “Teddy” find their way into as many places as possible.
Secondary Touchpoints
A variety of secondary touchpoints draw inspiration from the many eras of Tops’ history. Matchbooks, coasters, mugs, and apparel utilize a variety of secondary typefaces.
Wayfinding
We designed a timeless wayfinding system that compliments the materials used throughout the space. Brushed stainless steal and white acrylic light-boxes pay homage to the design of the original Tops location.
