Led Zeppelin and Misfits on the hi-fi. Burgers and Bahn Mis on the menu.
OPPORTUNITY + APPROACH
Led Zeppelin and Misfits on the hi-fi. Burgers and Bahn Mis on the menu. These may be your dad’s classic jams, but they sure as hell aren’t his sandwiches. Such is the spirit that drives the Craftsman, Edwards’ newest culinary venture. Backed by over 20 years of high-end restaurant experience from husband and wife team Christopher and Janelle Schmidt, the Craftsman is dedicated to honoring but never imitating the classics. The result is a counter-service experience that balances artisan expertise with everyday approachability, centered around a menu that takes risks in re-imagining the greats. 970 collaborated with the Craftsman team to build out a brand identity, interior and exterior signage, menu designs, custom prints, and a custom website.
A COUNTER-SERVICE EXPERIENCE THAT BALANCES ARTISAN EXPERTISE WITH EVERYDAY APPROACHABILITY, CENTERED AROUND A MENU THAT TAKES RISKS IN RE-IMAGINING THE GREATS