Collateral & Branding

Helping a New England staple keep it real

- ROLE

Art Director, Production


- FOR

Ninety Nine Restaurants


Ninety Nine Restaurants & Pubs, affectionately called “The 99” or “The Nines” in New England, is a chain of restaurants geared towards “real” working class families. For decades the restaurant has served as a hub for warm, genuine meals — and you always knew what you were going to get. “The Real Deal” was illustrated with bold type, earthy colors, and photos shot within the restaurants themselves cooked by the head chef to alleviate any idea of disingenuousness.

Menus were designed with food at the forefront. Uniquely, we chose not to use photography that faked what the food actually looked like to pair with the "Always the Real Deal" line. Food was cooked by the head chef and photographed immediately after cooking. Everything was shot in one of the restaurants in North Andover, Massachusetts to make sure every bit of the menu was genuine.

Core Menu and Brand Standard

Dessert and Bar Menus

FSI/Promotional Material

Menu Insert

Menu Insert

Collateral: Tent Cards, Posters, Gift Cards, and Digital Boards

Website Homepage

Football Frenzy Social Campaign

Instagram Promotional Material