Strategy
Oops is a take-out concept built for the energy of Soho — fast, a little messy, and full of character. The name itself plays with the idea of mistakes, and the brand needed to feel light, human, and quick to connect — offering a moment of levity for busy office workers and visitors moving through the neighborhood.
Design
The identity pulls from the visual language of cartoons and the motion of everyday life — folding, erasing, bouncing back. We built a custom typeface that carries that energy: slightly imperfect, always moving. The overall system is bright, flexible, and a little bit chaotic (in the best way), connecting the brand to its environment without feeling polished or packaged.
Engagement
With a take-out-first model, the UX was designed to make everything feel fast and easy — from individual orders to group ordering and bill-splitting. Every touchpoint is meant to feel like a small relief in a fast day: playful, intuitive, and never in the way.
Oops is a take-out concept built for the energy of Soho — fast, a little messy, and full of character. The name itself plays with the idea of mistakes, and the brand needed to feel light, human, and quick to connect — offering a moment of levity for busy office workers and visitors moving through the neighborhood.
Design
The identity pulls from the visual language of cartoons and the motion of everyday life — folding, erasing, bouncing back. We built a custom typeface that carries that energy: slightly imperfect, always moving. The overall system is bright, flexible, and a little bit chaotic (in the best way), connecting the brand to its environment without feeling polished or packaged.
Engagement
With a take-out-first model, the UX was designed to make everything feel fast and easy — from individual orders to group ordering and bill-splitting. Every touchpoint is meant to feel like a small relief in a fast day: playful, intuitive, and never in the way.
1. Brand Identity
2. Creative Direction
3. UX, UI
New York City
2023
Hospitality