We were given the opportunity to create a unique brand for a bar & deli located in a historic (think falling down) building in Chattanooga. The challenge we faced was combining the gritty vibe of the formerly condemned building with the cleanliness needed to build trust in food quality – all while creating a memorable, character-driven brand that appeals to locals and industry workers looking for affordable, quality food and drinks.

We approached this one quite differently than many other branding projects by starting with three areas of inspiration that could be applied to various aspects of the business: Shadows & Angles, Thrifted Finds, and Neighborhood Grocer. The shadows and angles were an obvious nod to the name, while the vintage vibes of neighborhood grocer fit perfectly into the deli counter and foodservice aspects. It was that third component of the thrifted finds that would not only allow us to inject a lot of personality into the brand, but also be the thread that tied the other two pieces together. By working in a limited color palette, all of these various visual elements came together to create the unforgettable look of a favorite neighborhood hangout.