Oops is a take-out restaurant concept targeted toward the Soho NYC area. It serves Galette Bretonne, a buckwheat crepe usually filled with savory ingredients. It is also a slang term for a mistake.

The brand identity draws inspiration from the vibrant energy of the surrounding neighborhood, incorporating elements of movement, folding, and the playful essence found in the world of cartoons. The identity gives office workers and visitors a light-hearted perspective on busy, fast-paced everyday life.

With the focus on take-out, the UX was carefully designed to emphasize ease of use, group orders, and splitting the bill.