Brief: Branding a fast food restaurant but not in the traditional sense. This restaurant must encompass  3 brand attributes assigned at random. The words I was assigned were New York, Punk-Rock and Quirky. 
Concept: The Underground is a new taco joint in the former punk-rock hub of the city, East Village, New York. Given the area, influences from the punk-rock poster walls, philosophies, and behaviors and the refined, socially accepted, and typogrpahic choices of the newspaper were melded into one. Our service is good, but not that good. We’re a secret, but also not.