Duckworth's Grill & Taphouse
Restaurant Identity
About Duckworths
Duckworth's Grill & Taphouse is a local eatery with five locations throughout the greater Charlotte area.
They specialize is local craft beers and quality made pub fare.
The Problem
Duckworth's already had a comprehensive, well built website presence but were in need of accompanying collateral to better match the look and feel of their restaurants. Their logo also needed to be cleaned up a bit to better match the overall brand. Where as the website had a trendy "brewpub" feel to it, the menu and collateral resembled the feeling of a casual chain restaurant. As a result, I was assigned the job of creating a unified look so that the website and collateral successfully created a complete branding package.
The Solution
Using the website as the template for the overall design, I reimagined the menu to better fit the feel of a trendy brew pub. I used cleaner typefaces and simplified the overall look and feel. The original menu had several pages and certain sections were placed multiple times throughout. I worked to condense the copy as well as split off the desserts into a separate menu. I also created four new coasters, refreshed the logo and updated the beer membership card.
Original Logo
Refreshed Logo
Overall Results
Through unifying the website with accompanying collateral, Duckworths is now able to present themselves in a professional and consistent manner. This in turn helps their customers to clearly understand their service and offerings. It also works to create an experience that better represents the overall intentions of the company as a whole which, in Duckworth's case, is to increase the focus on their extensive craft beer selection and quality food offerings.
