Willet's was a fun challenge. We wanted something that fit right into the timelessness of the Upper West Side, that Amsterdam Ave been-there-forever feeling, but still stood out a little.

The owner's dad had a farmhouse upstate, and that was the inspiration. The food comes down from the Hudson Valley, local farms, clean ingredients, so we leaned into a hand-drawn feel. The wordmark pairs a hand-lettered script with a structured serif that reads as established, and there's a little hand-drawn radish on the catering seal. Hand-drawn type ages well, so it feels like it's been on the awning a while.

Green for the farm, a soft pink that keeps it warm instead of clinical. Just felt inviting.