Veselka is to the Lower East Side what beets are to borscht. The heart and soul. The essence. Generations of writers (St. Mark’s is just up the street from the East Village outpost) and artists have gone there throughout the ages, drawn in by food that’s inexpensive and tasty, and by an atmosphere that’s conducive to intellectual debate and inspiration. We wanted to pay homage to that distinguished history when we revamped the brand, which included new stationery programs, menus, and restaurant signage. We also designed and developed the website. The result (we hope) is a new twist on an old classic.