“A key focus of our branding strategy was to give the store a unique voice to gain attention in an emerging neighborhood and distinguish it from chain store competitors. That voice came through in a literal manner, with irreverent text as the focus of the brand. We took great care to achieve the right tone; writing copy with a smart humor that New Yorkers would respond to.”
Reference:
http://www.muccadesign.com/casestudies.php?case_studies_id=3
