Streetbird Rotisserie
Branding, Identity, Environmental Graphics
Marcus Samuelson Group
New York

For the branding and identity of Streetbird Rotisserie, Marcus Samuelson’s accessible, follow-up “nephew” to Red Rooster Harlem, Goto Design has drawn on the neighborhood’s vibrant, multicultural street culture. The visual references read like an eclectic mix tape—ska, reggae, early hip-hop, all to a Caribbean beat—bridging generations from the 1950s through the 1980s. Many of the references developed for Samuelson as branding possibilities—diners, neon scripted signs, sports mascots, boomboxes, skaters, Wild Style—ended up influencing the interior design of the restaurant and were incorporated as actual objects, including two walls decorated with boomboxes in the style that Goto Design presented. Samuelson’s personal touches as well as aspects of the LA food scene are felt in this Harlem outpost.