The Fuku sando first hit the scene as a secret menu item at David Chang’s Momofuku Noodle Bar in the East Village, spiraling into such a spicy sensation, it got its very own restaurant: Fuku. Our goal was to evolve the Fuku brand in a way that celebrated its roots in the culinary scene and paid homage to its no-frills approach to good food.

Channeling the unapologetic authenticity of New York and the boldness of back-of-house culture, our brand system drew inspiration from the type-forward signage found in downtown NYC and flash photography reminiscent of night-life culture. Our messaging, centered around the platform line “Take it or Take it,” plays into sensorial language and no-bullshit-behavior. So put your elbows on the table and eat your Fuku, it’s good for you.