We based the restaurant identity on Southwest Airlines secondary wings logo. New Yorkers appreciate authenticity, and this allowed us to minimize the corporate vibe while staying on brand.
Beyond the signage, we developed a wide variety of components including the menu, uniforms, beer labels and even a branded checkerboard.
In its first summer, the brand interacted with 125, 200 Porch visitors, and generated $4 million in marketing value and 100 million media impressions. Initially planned as a three-month pop-up restaurant, the Porch became so popular, it has been a fixture in the park since 2012.