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An institution (Interior by Parts & Labor Design)

Consistently rated as New Jersey’s best, Tops is a family-owned classic diner in East Newark serving 15,000–20,000 customers each week. Parker developed a brand that celebrates both Tops' rich history and forward-looking mindset.



  • Hospitality
  • Brand Identity
  • Illustration
  • Signage & Wayfinding
  • Digital Media
  • Print & Packaging

Parts and Labor Design — Architecture and Interiors

Beau Parent — Design and Hand Lettering

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.


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.

"Every time I had a video call with the team they wowed me. They left me leaving the meeting and going to my team and management with a smile on my face and it gave us the confidence we were headed in the right direction."

Jimmy (Owner)