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It’s Friday and the week has been long and busy. You’ve made plans to go out to a restaurant that everyone’s talking about, and you get there early out of fear of having to wait two plus hours for a seat, it’s one of those “we don’t take reservations” places. The restaurant is in an up-and-coming neighborhood where the rent is cheap enough to focus on the craft of food and cocktails without having to cater to tourists.

Branding Beyond the Logo