Develop a brand refresh for a Nashville based Southern-style hospitality establishment called Monell’s. The refresh also included developing a refreshed logo, style guide, collateral such as signage, business cards, menu, letterhead and drink coasters.
The brief was answered by producing a graphic identity that paid tribute to southern roots while exuding a quality of timelessness. Combined with a playful typeface, the refreshed brand is open, friendly and sophisticated.
The refreshed logo is applied to a larger than traditionally normal sized business card to provide more weight and emphasis to the brand.
The menu was designed based on how the restaurant served its food. Since the main offerings differed on a daily basis, pages were created based on the days of the week, ending with the drinks and dessert page. When changing items on the menu, owners will only need to reprint the particular day rather than the entire menu. All pages are placed on a wood chip clipboard which falls in-line with the traditional rustic look of the restaurant.
The refreshed logo and food illustrations used for the menu make up the coasters and letterhead design for the business. A cream yellow colour to complement the green background was used to provide the rustic country-style look and feel.
Mono decals of the brand would be printed to adorn the restaurant’s main windows.
Signage for the restaurant would be contemporary looking with a mono logo to avoid looking dated.
Digital sketches were created of the type of food items that would be served at the restaurant. Colour was applied with a digital watercolour brush.
The back cover of the letterhead and menu consists of a reversed out treatment of the illustrations on a green background which allows subtle repetition of the sketches on other assets such as the letterhead and coasters in addition to the menu.