Vintage, Not Vintage In Atlantic City

It’s not The Shore, but it’s still the Gambling Capital of the East  and also the city that inspired Monopoly. As it turns out, Atlantic City also inspired a nifty branding job by Mucca for a restaurant at one of the city’s non-gaming hotels, The Chelsea. Teplitzky’s isn’t a name property that would win right away, but all that is needed is a little time to marinate on it and discover the history of the name. Teplitzkywas a hotel in the 50’s that stood on the same site as The Chelsea, also home to the new version of Teplitzky. The restaurant is a 50’s- and 60’s-inspired diner and they’ve got the accents to prove it. With 60’s typography as the focal point of the branding, Teplitzky puts forward a branding image that looks like it has stood the test of time, a relic to the old days when room keys were only necessary if the door slipped closed and eggs were served one way: hot and scrambled. Teplitzky maybe takes a slightly more modern approach to their menu, but branding’s intent isn’t always to tell a potential customer about the food at a restaurant. The essence that Mucca gave Teplitzky creates a certain feeling and mood, a highly influential emotional appeal to the consumer. It’s vintage done so well that you forget it’s vintage.









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