The Original is the reimagining of classic diner culture for the modern age, capitalizing on a 1950’s aesthetic but with contemporary twist. The updated identity design had to invoke a different era without being too niche or campy so inspiration was drawn from timeless midcentury automotive typographic studies and paired with a cool, tonal palette.
ROLE
Art Director
Lead Designer
Photographer
Type Designer
Art Director
Lead Designer
Photographer
Type Designer
![](https://freight.cargo.site/t/original/i/6a687eeb9098f299bb7ea093a907d13aa5db06bf21d0076f2f5959c06d92693c/OG_CS_-01.jpg)
![](https://freight.cargo.site/t/original/i/25bce0878a9ac1e8baf33e3490327c7fd10fbdae75d211b510c04f5000ea1bd7/OG_CS__2.jpg)
![](https://freight.cargo.site/t/original/i/e22bcffe034ff48e849ed80cef62cf9296ba7ef4c46f16ff5fcd7eac9314f846/OG_CS__3.jpg)
![](https://freight.cargo.site/t/original/i/f8104270a7380b7cf3929c052ea902d4c5b022796905573c2f9df321c32e2d6d/OG_CS__4.jpg)
![](https://freight.cargo.site/t/original/i/10acfab30f33c31fe2d964de3ada7a30e43d46b74b6a67e44ccbd73ccb92ddba/OG_Brandguide_1-01.jpg)
![](https://freight.cargo.site/t/original/i/64055defe8b20a848723456d061e267fc106994ef6ac797a0ce04a4e5a2d52aa/OG_CS__5.jpg)
![](https://freight.cargo.site/t/original/i/3bb82ec04c5a57d604defc7a0a244cdab6ed8c2773013e8234bf250e5c277d79/OG_CS__6.jpg)
![](https://freight.cargo.site/t/original/i/e470ab3b16955a1d213ebd4fd199aaafcebb60a054f9df2d3df39b6f0330548d/OG_Brand_Guide_2.jpg)
![](https://freight.cargo.site/t/original/i/16ca22e30d47036d2abbe7d081758c0b1ae66f7365f0dc5f0f234a6068d05202/OG_CS__7.jpg)
![](https://freight.cargo.site/t/original/i/a9e75357c4194f7d8fd5a2b655a1d93c315456ab26c4c8c2a2ea70057bd507b8/OG_CS__9.jpg)
![](https://freight.cargo.site/t/original/i/1ca416b24ea64d0fc05f18b901bc72a8be2c8bfc5a30a7e090203d631516f531/OG_CS__11.jpg)
![](https://freight.cargo.site/t/original/i/9c7fcfd0d8217172bb8111da0e26024a10dc926b0126d23417c8b52e1f156453/OG_CS_-11.jpg)
![](https://freight.cargo.site/t/original/i/4ef10447b9f23895225febafb7146a418c5866d2ee96fba7f582f1e5f4faedc5/OG_CS__12.jpg)
![](https://freight.cargo.site/t/original/i/359d1844d01d85013982929a8446c23dfc61833ac79e1eaa847c9cdd32edc8a0/OG_CS__13.jpg)
![](https://freight.cargo.site/t/original/i/a8d36032fe8edaebf103fe711aa4dac25336e0f8849c626ec3c4d037da205cf0/OG_CS__14.jpg)
![](https://freight.cargo.site/t/original/i/1af00d45eea00b891aa1ef0e09ca3e364f9bfd21802c65120f2b28e487736908/OG_CS__15.jpg)
![](https://freight.cargo.site/t/original/i/4f6969d562a788d2e3b77fffd8691ddacbe839c2ac2ef5de021aaf17680c4324/OG_CS__16.jpg)
![](https://freight.cargo.site/t/original/i/c16df50f841a97793c15ddfe7aa8946a472acd9402b42e151c380f87c40f7ecc/OG_CS__17.jpg)
LAST PROJECT
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NEXT PROJECT
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