Based on a simple culinary concept and an ambitious vision, The Meatball Shop opened its first doors in the Lower East Side of NYC in 2010 and immediately developed a cult-like following and nationwide meatball obsession. With expansion on the horizon, the brand needed a clear roadmap and refreshed identity to evolve its in-person experience, capture its classic NYC attitude, and guide the restaurant into a multi-location concept that reached seven locations across NYC and DC before reducing operations post-pandemic.