Box Eight’s Jeremy Staub on becoming his own toughest client

Since launching Box Eight in 2009, Jeremy Staub has carved out a distinct position in hospitality branding – working with everyone from solo operators opening their first restaurant to multi-location groups that have grown alongside the Connecticut-based studio. What began as freelance survival work evolved into something more focused when Staub discovered the energy of working with chefs and restaurateurs, who pour everything into creating an experience. That personal connection to hospitality – rooted in his own time working in restaurants and the neighbourhood wine bars that shaped his early relationship with his now-wife – informs Box Eight’s approach to branding. But recently, Staub and his team faced their toughest client yet: themselves. After realising their own brand no longer reflected who they’d become, they committed to a full rebrand, following the same strategy-led process they use with clients. The result was both clarifying and humbling, with Staub handing creative control to Brand Designer Emma Borowski when he couldn’t get out of his own way. Here, he reflects on building a studio around partnerships rather than transactions, the challenges of designing for yourself, and why Box Eight’s growth into boutique hotels and CPG work won’t mean losing sight of the hungry first-time operator. TBI: Hi Jeremy! How are you doing? It’s great to be chatting with you. JS: I feel amazing, thank you. I’m really excited to chat today.