Mint Kitchen
Mint’s mission was to create an elevated fast casual Middle Eastern experience. In a market full of these kinds of concepts, our goal was to differentiate Mint as a true Israeli dining experience and transport guests to the beachside city of Tel Aviv. We were inspired by the vibrant yet laid back way of living from Israeli Owners Zeev and Assaf, as well as the stunning Tel Aviv sunsets. We design a casual yet refined brand identity to reflect the essence of Israeli food and their outlook on life.
Branding/Identity Packaging Copy Writing
A beautiful mess
The design was inspired by the Hebrew word “Balagan,” meaning an amazing messy party. The vibe of the brand is laid back, minimal, and passionate which is a direct reflection of Mint Kitchen’s culinary perspective. Mint plates their dishes in a scattered, yet strategic manner. It is the definition of a beautiful mess. We wanted this spirit to be communicated through the branding.
“The to-go bags are like works of art.”
WWD Magazine
“Located in Greenwich Village, the space is outfitted with natural wood tones and decorated with hanging lights and plenty of foliage. In addition to tables, the space offers stadium-style seating as a unique option.”
Project Credits
Made at Simmer Group
Art direction: Meg Wiseman
Senior Designer: Julie Salzman
Junior Designer: Carmen Tan
Photographer: Jacob Williamson