Scraps Restaurant Brand Direction

Role: Creative Direction, Brand Identity, Illustration and Art Direction

Scraps is a circular-concept restaurant in NYC built around a rooftop garden that supplies much of its produce, with kitchen waste returned to the garden as fertilizer. Their clientele skews trendy millennial, and the brand needed to feel like it belonged to that audience without losing the sustainability story at its core.

I developed three distinct colorways for the client to choose from, each tuned to feel youthful with a slight edge, rather than the softer, predictable palette sustainability branding often defaults to. For the illustration work, I made a deliberate choice to hand-draw every piece. The restaurant's whole model is about time and care, waste becoming soil, soil becoming food, so the illustrations needed to carry that same sense of something made slowly and by hand, not generated or templated. That decision ran through the full identity: branding, menus, packaging and signage.

Designed in Adobe Photoshop, Illustrator and InDesign.