Greasy Brands

Greasy Spoon Cafés are a place of true identity. All they need are People, Food and Drink. The only decorations are the free items they have collected through the years: a broken Harley Davidson clock; a defense bond stamp poster; and down home quotes like, “If you haven’t received your food in 31 minutes or less…you probably won’t.” The cafe name is usually seen in five different fonts, from Helvetica on the window to Comic Sans on the menu. It seems like their recipe is never to say the same thing twice, so to consolidate and streamline their brand would mask their local…flavor. Each item creates a homey backdrop to the workers, regulars and the food—that is their brand.