Jack’s Wife Freda

Everyone’s favorite Grandmother.

15 years in the making, Jack’s Wife Freda is a lively café and culinary melting pot. The crowd-pleasing eclectic menu offers dishes inspired by Israel and South Africa, as well as New York City’s cornerstone Jewish cuisine. Love is at the center of everything, from the rollicking atmosphere to the homestyle decor and sincere sense of community.

We’ve played an important role in forging Jack’s Wife Freda legacy since its inception. The unforgettable name laid the foundation for a brand identity just as iconic. We illustrated a homespun portrait of the restaurant’s namesake, and designed a custom typeface to emulate Jack’s handwriting. From proverbial greetings to eccentric ephemera, every brand touchstone captures the warmth of the brand and the family behind it.

What started as a local hangout has turned into a small empire, dotting several of New York City’s most popular neighborhoods. Our branding has helped Jack’s Wife Freda become the cult favorite, perennial mainstay that it is today.