Clarke’s Standard

As a Butcher Would

Love & War worked with The Clarkes' Group to create "Clarke's Standard"- a fast casual burger chain that evokes the vibe and experience of a classic New York butcher. Our role included the development of the brand concept, naming, visual identity, signage, packaging, dining materials, photography, website, advertising, and more - everything required for a five-location launch.

The naming and brand design was intended to convey a simple, timeless approach to the art of the hamburger. Simple and straightforward with a touch of nostalgia.

The work took well over a year, and included countless hours working with The Clarkes' Group team to get every last detail correct. Here we see an initial planning board with materials in development.

Everything in Clarke's Standard was custom designed and fabricated. This required ongoing coordination with a range of interior designers, signage fabricators, illustrators, and food purveyors, and many others.

In addition to developing the main "Clarke's Standard" brand, we also developed two stand-alone product brands for sale both within Clarke's Standard and through other venues. The first was "Little Clarke's," an artisan style ice cream served in throwback "dixie" cups. The second was "Thea's English Standard Tea," a line of lightly sweetened iced teas in a range of flavors and presented in milk-bottle style packaging.  

Client: Clarke's Standard / Beer Boy illustration: Mark Stutzman / Photography: Filip Wolak