Jack’s Wife Freda
A New York Original.
Jack's Wife Freda opened on Lafayette Street in 2011. Dean and Maya Jankelowitz built it around the immigrant stories they grew up with — a menu that moves between Israeli, South African, and New York Jewish cooking. The name came from Dean's grandmother. Paperwhite has been the studio behind the brand since before the first location opened. Five locations later, we still are.
What we did
- Brand Strategy & Positioning
- Naming
- Brand Identity
- Verbal Identity & Voice
- Packaging & Merchandise Design
- Environmental & Signage Design
- Digital & Web Experience
- Marketing & Campaigns
- Art Direction, Photography & Video
The Challenge
Jack's Wife Freda opened on Lafayette Street in 2011. Dean and Maya Jankelowitz built it around the immigrant stories they grew up with — a menu that moves between Israeli, South African, and New York Jewish cooking. The name came from Dean's grandmother. Paperwhite has been the studio behind the brand since before the first location opened. Five locations later, we still are.
