Counter Service
Counter Service
Creech worked closely with Steve Ells, founder of Chipotle, and Tom Cortese, a Peloton co-founder, to bring the Counter Service brand to life from foundational brand narrative all the way to finished spaces. Across the work, there is a single-minded focus on sandwiches and a vibe that's fun and considered but not fussy or start-up-y. The brand is intentionally designed as a modern homage to NYC's rich heritage of lunch counters and casual dining spots. From giant arrows to cookies made out of hero bread, Counter Service is a place that does things its own way.