A neighborhood all-day café in Carroll Gardens, Brooklyn, run by a family team and inspired by their son, Lyle. The concept bridges the gap between lunch and dinner, designed as a genuinely useful everyday place for the neighborhood—somewhere to meet for coffee, work for an hour, pick up an easy family dinner, or grab something on the go.
The menu centers on rotisserie chicken with seasonal sides, supported by coffee, pastries, sandwiches, soft-serve ice cream, and a curated selection of grab-and-go items. A small provisions section features local and complementary packaged goods, positioning the café as a hybrid between a casual restaurant and a neighborhood shop. The focus throughout is food that feels fresh, wholesome, and approachable.
The café seats approximately 30 guests across indoor and outdoor seating and operates without table service. The design needed to support multiple modes of use—quick visits, family meals, and solo work sessions—while still feeling warm, intentional, and cohesive.
The name comes from Lyle’s nickname, originally a placeholder name that ultimately became the brand. That personal origin shaped both the visual identity and the interior design. Branding balances friendliness with restraint through a custom illustration system, soft but confident typography, and a warm, limited color palette. The interior pairs tactile materials wood, tile, metal, and terrazzo with simple, functional layouts to create a space that feels crafted, not precious.
The goal was to avoid anything overly trendy, serious, or themed. Instead, the brand and space were designed to feel personal, durable, and timeless—approachable but refined, playful but chic, and flexible enough to function as a true everyday neighborhood place.










CREDIT
- Agency/Creative: Paperwhite-Studio
- Article Title: Mister Cheeks: A Playfully Personal Identity for a Family Run All-Day Café in Brooklyn by Paperwhite-Studio
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: United States
- Agency/Creative City: New York City, Chicago, Vienna
- Market Region: North America
- Project Deliverables: Brand Creation, Brand Design, Brand Guidelines, Brand Identity, Illustration
- Industry: Food/Beverage
- Keywords: brand identity, restaurant branding, cheeky, all-day cafe
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Credits:
Branding Studio: Paperwhite-Studio
Photography: Mikey Pozarik Studio









