For the 25th year, NYC Restaurant Week is back for the foodies of Manhattan and every borough. The famed event, taking place starting today, July 24th to August 18th, 2017 celebrates the culinary cultural mosaic of the city and the global cuisines that New York City has to offer. To revive the design for their anniversary, NYC Restaurant Week turned to The Working Assembly for something that would reflect the fun and inclusivity of this annual event that New Yorkers love so. We spoke with TWA to learn a little bit more about create the design behind this much anticipated experience, highlighting cultures in digital platforms, taking NYC Restaurant Week in a new direction, and more.
The Working Assembly: The client wanted to do something to relaunch Restaurant Week in tandem with celebrating their 25th anniversary, and we wanted to do something that celebrated Restaurant Week in a way that only New York can! As we dug into the brief, we realized that what we needed to do was celebrate all the places around the globe that just living in New York can take you—which is where we came up with the hero line “taste where it takes you.” We created fun concepts like “break bread in another borough” or “share a cab, hog a dessert” that juxtaposed the culture of NYC and its cuisines.
The Working Assembly: We wanted to really celebrate the neighborhoods and the unique aspects of dining in this city. We shot this with food photographer Bobbi Lin to capture beautiful food stories, pairing this with a handwritten type that playfully contrasted the plate.
