Craftsman

branding, print, storytelling, copywriting, web and mobile development, signage, environmental installations

Launch Site

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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.

custom designed black t-shirt

Menus were created to be both easy to read, and easy for the in house team to update with tasty items on the fly.

Interior vinyls, giving people some food for thought with their…food.

Custom business cards with their icon system included and an old style feel.

Logo signage on a big ol’ concrete slab.

Custom vinyls to hover over the shuffled board near the front of room.

We wanted to make sure menus were easy to grab and read while you wait in line before you wrap around the corner to order, or bring it to your table while you contemplate grabbing those extra fries.

Stamps were created to quickly brand other items, like to-go-bags, sandwhich wraps, and the paper under your big pile of cheese covered fries.

Custom Website

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.
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