The Chop Shop
The Chop Shop is a gourmet hamburger restaurant and bar located at the heart of The Ohio State University campus, using only the freshest ingredients from local farmers, bakeries, and breweries. The Chop Shop specializes in burgers, onion rings, hand-cut fries, fresh salads, and tasty shakes. Additionally, its full-service bar offers an extensive beer list from local breweries.
Brand Identity, Naming, Signage & Packaging
Restaurant & Food
The owners approached Fetch with a concept for a new campus area restaurant and bar. They were in the process of completely converting an older campus area building, that at one point in its history was an auto repair garage. They also knew the menu items and the general atmosphere they wanted. Through in-depth conversations, we came to understand the owner liked the idea of a "double meaning" when naming a company or product. We did an extensive naming exercise and landed on The Chop Shop reflecting the building's history and the hamburgers they would serve.
After naming was completed a comprehensive branding exercise followed consisting of logos and wordmark, packaging, and interior and exterior signage design.