Juxtaposing sophistication and humor to stand out in Midtown.
A Different Approach
Opened by celebrity chef Geoffrey Zakarian in Midtown Manhattan, The National was positioned to stand out as an American grand café — good food served in a classic, comfortable atmosphere.
Amongst pricey French and Japanese options, we saw an opportunity to put a light-hearted spin on a classic, literary-inspired style. Starting with a simple logo and restrained typography, we developed a series of “remixed” etchings to juxtapose the sophisticated aesthetic with a healthy dose of humor. Paired with cheeky one-liners, the etchings appeared on business cards, check presenters, and even the inside of the matchbook — quietly revealing themselves throughout the dining experience.