375° CHICKEN & FRIES:
THRICE COOKED'S THE CHARM.
375° is a french fry joint at the Lower East Side, NYC. They use a unique process to make high quality French fries that are actually cooked three times, at three hundred seventy five degrees (woah you would have not probably guessed!). Cooking it thrice makes sure that these goodies remain consistently crispy and perfect every time. Every time. Our goal is to give 375° the reputation of having the best French Fries in NYC. Thrice cooked's the charm.
WHAT WE DID
Normally fries are only cooked twice—until now. The 375° secret to the perfect fry is cooking them thrice and loading your french fries with signature toppings. With fries being a staple especially in a place like New York, the city has its fair share of french fry joints. That said, 375° needed to stand out. Here, the fries are definitely kicked up a notch and we wanted to do same for its branding.
The Lower East Side is known for its “come as you are” vibe. Its uncanny charm comes from the slight dodginess, and grittiness of the area. With that said, we strategized the 375° brand to be a balance between urban grit and simple. Inspired by the street art and cool style of the area, we created a brand that properly communicates its offerings while breaking a few rules along the way.
The idea was to create a persona of a madman in a fry lab with a mix of Keith Haring inspired illustrations to show the love for fries. Each illustration references something from pop culture or a jab at something interesting—like a frierarchy of needs.
“OUR GOAL IS TO MAKE THE PERFECT FRIES, AND WE’RE GOING THE EXTRA MILE TO DO THAT”
— STEPHANE, OWNER
We also created their website, which features dancing pigs, an exploding head of fries, amazing photos of food, and other niceties.
“[AT] 375° FRIES ON THE LOWER EAST SIDE… THE POTATOES ARE COOKED THREE TIMES, NOT THE USUAL TWO. THE FRIES EMERGE PROPERLY CRISP, WELL BURNISHED AND WITH A CREAMY INTERIOR. THE SHOP HAS KEITH HARING-STYLE GRAFFITI AND COUNTER SEATING.”
— NEW YORK TIMES, 2017