mercer street hospitality

pasta and caviar

a brand identity for new york city's dining scene


hancock st




Art Direction, Branding, Creative Direction, Identity

Creative Direction: Fabrice Frere, Michelle Keller
Design: Fabrice Frere, Michelle Keller
Brand Message/ Copy: Fabrice Frere, Michelle Keller
Production: Planetfab

Hancock Street is the brainchild of renowned restaurateurs John McDonald and Serge Becker, where Chef Wolfgang Ban blends his creativity with Viennese tradition in a dimly lit dining room located in the heart of the Village.

Brought on to create Hancock Street’s brand identity, PlanetFab set out to craft something approachable, yet refined.

Inspired by their legendary reputations—Becker leading the interior direction and McDonald envisioning an ‘elegant but casual’ ambiance—we forged the concept, ‘modern supper club’.To bring the identity of Hancock Street to life, we chose a sleek san-serif font to represent the restaurant’s elegant and understated persona. This deliberate choice became the cornerstone of Hancock Street’s entire brand identity.

Partnering with John McDonald and Serge Becker was a natural fit. Together, we crafted a brand identity with its own distinct personality and charm, capturing the restaurant’s culinary excellence, stylish ambiance, and vibrant energy.

The team at PlanetFab quickly grasped the essence of Hancock St. and translated it into a brand ang logo that perfectly captures our restaurant's spirit. Their swift and skilled approach was a tremendous asset during the hectic period of launching Hancock St.
John McDonald
Mercer Street Hospitality

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