MELT DOWN is a craft grilled cheese–focused eatery in Jersey City’s Powerhouse Arts District, offering sandwiches, soups, and a curated selection of beer and wine. I was commissioned to design the logo and launch materials for their 2018 opening. After early explorations with pictorial icons, my client and I landed on a clean, modern wordmark. The vertically compacted letterforms suggest the act of a sandwich being pressed and melted on the grill. The final palette—a deep brown with a pop of bright orange—was inspired by the warm tones of toasted bread and melted cheese. A third parchment-like accent completed the brand’s inviting, all-warm spectrum used across signage and collateral.