Upon Parker & Quinn’s 10th anniversary, In Good Company Hospitality wanted to celebrate the restaurant’s longevity with a brand refresh and design evolution that would more genuinely reflect the restaurant, their pride in it, and raise ambitions for the next ten years.
This is an established joint from a longstanding client, serving professionals, tourists, and locals. Our work started with visiting the space and feeling it buzz in its own authentic way. It’s at once a stylish refuge from the neighborhood and also a charming representation of it. It has a warm, dense, welcoming energy; a rich but slightly worn feel. All that could be better channeled back into the design.
The restaurant was originally conceived as the establishment of two brothers, both collectors of culture and lore, and men of the people. One was an adventurous, industrious traveler. The other managed a local fixture of Midtown at the edge of the garment district. This story inspires the venue’s eclectic, around-the-block-and-back-again soul, imbuing the world’s influence on an American menu, a New York space, and the updated brand.
A custom ampersand, an exuberant family of typefaces, pictures of the past, and a zeal for the moment together create an expression of eclectic Midtown and its wide import and export of products, people, and charm. The logo frame brings the two names and distinct shapes together as one, to flexibly represent the restaurant across all communications. In addition, we invented the brand’s new sub-label, Parker & Quinn Global Goods, built for products, wares, and merchandise that capture their love for food, people, and discovery.
John Paul Chirdon