John was an incredibly successful chef and restauranteur who decided he actually wanted to be with his family once and awhile. So he stepped out of the fast lane to create Foodniks, a gourmet-to-go store. That said, as the former chef owner of a restaurant Zagat named “America’s Best”, the quality of his product was still nothing short of perfection. He needed to convey the upscale nature of the product while also making clear the gourmet-to-go concept, which was fairly rare when he launched a decade ago. We kept his logo and copy simple yet beautiful, paired with a clear message: “To eat, to enjoy, to go.” Ten years in, business is booming, and the design and messaging remain as strong as ever.