- Art Direction
- Brand Identity
- Brand Positioning
- Digital Media
Objective / Solution
Rethink the identity and experience for a beloved restaurant transforming its space and concept.
The owners of downtown Charleston’s popular neighborhood lunch and brunch spot, The Park Cafe evolved the restaurant’s name and experience to better serve its customers and community.
Park & Grove, like its dynamic neighborhood, moves with the seasons. Using fresh ingredients that reflect the abundance from local fields, farms, and waters, the culinary team blends classic and inventive approaches for an unforgettable New American experience.
From simple preparations of wildly delicious dishes, thoughtful service, and its inviting space to outdoor gathering space for events and activations, Park & Grove is effervescent — a place and a feeling you long to return to, a joyful nourishment for bodies, hearts and souls.
Custom letterforms are a modern interpretation of the serif with smooth transitional and soft corners.
Badges with the brand tagline and descriptive copy, hand drawn illustrations of fresh local ingredients, and a map of the neighborhood reflect the eatery’s connection to nature, farmers, producers, and community.
Secondary illustrations highlight food and drink in warm, whimsical style.
A color palette of cream, yellow, orange, peach, leafy greens, and black echoes the colors of fresh, local produce, flora, and the eatery’s convivial spirit.
The fresh brand design and vibrant hues beautifully translate across an array of print materials, from menus, posters, coasters, and to-go bags to cups, stationery, and gift cards.
Exterior signage makes use of the logotype’s custom letterforms and soft corners. A whimsical, hand-drawn illustration of fresh produce and the tagline, “move with the seasons,” takes shape as a mural and serves as a landmark and invitation to neighbors and visitors alike.