Watts and Dray was commissioned to spearhead the conceptual redesign of an existing Quick Service Restaurant brand. Leveraging the brand's punk roots as a small-scale operation in downtown NYC, the objective was to make a bold statement. Considering the QSR's primary location within bustling American shopping mall food courts, characterized by an overwhelming sensory experience, the aim was to create a distinctive presence amidst the chaos. To achieve this, an immersive black aesthetic was adopted, incorporating charred wood, metal, tile, and stone elements throughout the space. Neon tattoos adorn the bulkhead, and iconographic storytelling extends to the branding. Neon glazing adds a playful touch to two peep show windows, offering glimpses into the kitchen and transforming the waiting experience into an engaging activity.