Develop a brand refresh for a Nashville based Southern-style hospitality establishment called Monell’s.
It was important to stay true to Monell’s southern roots while elevating and modernising its visual identity to attract new customers as well as retain existing ones. Straying too far from the original brand mark risk alienation therefore only minor adjustments are to be made. A change in colour palette, typography and flower motif would make an immediate impact without straying too far from the original creative.
The hypothetical 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 refresh also included developing a refreshed logo, style guide, collateral such as signage, business cards, menu, letterhead and drink coasters.
The refreshed logo is applied to a larger than traditional 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 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.
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.
The overall design is a subtle uplifting of a well known establishment. By making small changes to Monell’s brand mark and visual identity such as colour palette, typography and motif, the refreshed brand attracts new customers while retaining its loyal customer base.