Using the unique irony of a seafood and brunch restaurant named Jeffrey’s Grocery, STG54 created a smart brand for the restaurant in the West Village of New York. With influences from French cuisine design and nautical America, the designers were able to put forward brand collateral that ties all the influences into an image that anyone that’s been to New Orleans (and many that haven’t) would identify with immediately. It would also identify with those raised or vacationed around seafood houses in the northeast or southeast Atlantic coasts. The usage of the term “grocery” allowed STG54 to apply touches of old-fashioned, community grocery stores, where anyone in town could gain credit and pay for their groceries at the end of the month. The finished product gives Jeffrey’s Grocery rough edges with a soft core.