AMERICAN-ISH

American-ish celebrates duality—where cultures blur, decades remix, and nostalgia gets a modern spin. Drawing from the layered energy of the ’90s and early 2000s, the café reinterprets familiar American comfort through nostalgic sweets and savory staples, from PB&J sandwiches and brownies to milkshakes and French toast, all viewed through a cultural lens.

The identity centers on the dash between “American” and “ish,” bridging nostalgia and present-day culture while symbolizing the in-between space that defines the brand. This confident foundation allows expressive supporting visuals to emerge, layering imagery and graphic compositions that echo the era while shaping a contemporary and flexible brand system.