Once Upon a Tart is a bakery and coffee shop spread between two historic storefronts on Sullivan Street in New York City. The new owners wanted the design, space, and menu to reflect the blend of old and new, tradition and experimentation.
Branding
Menu design
Signage + wayfinding
Food styling
Print collateral
Website
Photography by Casey Feehan
The logo
The logo incorporated an old element in a new way - a classic hand-drawn engraving of a tart pan, lifted from the pages of the original restaurant’s historic cookbook. I digitized and customized the image with rounder curves and even negative space, and paired it with a clean typeface with deep roots. The print and digital applications were developed in keeping with this blended spirit.