Memo contributed to the creation of a lively atmosphere that catered to a diverse clientele, including tourists experiencing the excitement of Times Square and regulars from the surrounding neighborhood, during the establishment of Schnipper's first location in the New York Times Building. The challenge was to convey the exceptional quality of their cuisine while maintaining the brand's foundation of a cozy and familiar ambiance.

The solution was to incorporate a 1950s-style aesthetic that embodied the notion that quality and comfort go hand in hand. This was a time when roadside cafes offered delicious meals at reasonable prices, and we realized that we could capitalize on this concept to highlight the best qualities of Schnipper's.

Schnipper's Case Study