F**king Good Cheesesteaks
Ando is the fast-casual food delivery app from world renowned chef David Chang. Ando is unique in its vertical with its belief that food should be unapologetically delicious. In a trendy, buzzword-centric world, food falls victim to becoming little more than Instagram fodder and whatever the “in” diet stipulates. Ando walked the path of its street vendor predecessors, creating food that doesn’t care about the hot new diet or whether you wanted to post pictures of it. In their own words, they just make “f**king good food”.
Ando turned to us to bring the Ando experience from the digital space to the physical realm with the “Ando Kitchen” pop-up . We played upon the juxtaposition of the clean, modern feeling of the app and the rugged, raw energy of a street vendor by leveraging neon lights, steel gates and graffiti against the white space along with pops of red to create a dynamic and unique space.
The “Ando Kitchen” space, located in the middle of the busy 14th Street block, needed to make a bold statement. By reducing the amount of extraneous signage and logos, and relying on the impact of the giant red “A” against the white building, on an otherwise dirty block, the space made immediate impact from the first glance.
In addition to the design of the physical space, we also had the chance to create the full suite of assets for Ando; from hot sauce labels to flyers, from t-shirts to cold case shelves, from packaging design to menu design. We also developed and designed a suite of custom icons to clearly delineate the variety of cheesesteak and fry options on the menu. We executed all these deliverables to bring the brand identity to all touchpoint for a cohesive experience that managed to surprise and delight the guests.