The Lodge
The Lodge is a brand update to a restaurant that was in business in McConnellsburg, PA. The only elements this brand had prior was a billboard and the building itself. I redid the logo, colors, identity system, and collateral material.
Original Branding
This is the original branding to the restaurant. It functioned as both the logo and the billboard.
Sketches
I started this process by creating sketches for the new logo design. I wanted to make the logo more modern while keeping the rustic aesthetic. I liked the minimalistic badge look for this brand. It gave the brand a campy feeling which would be fitting as the inside of the facility is decorated like a lodge with wooden walls and taxidermy wall hangings.
Brand Identity
Identity System
I went with a more minimalist style to update the imagery to attract the attention of a younger audience. It would give the restaurant a more current appearance and make it stand out from the other outdated stores around it in the strip where it is located.
Collateral Material
I created a uniform polo and apron for the restaurant to reflect the brand and create cohesion. I also created branded mugs that could be sold as souvenirs and could draw more attention to the restaurant.
