Beer, Burgers and a New Business Identity
A lifelong culinary enthusiast, Harry Kilmer had dreams of being his own boss, running his own kitchen and serving his own recipes to the citizens of Wabash, Indiana. Thanks, in part, to Deluxe's Small Business Revolution — Main Street, that dream has become reality, .
Working with the Deluxe logo team was so easy!
We just answered a few questions about our likes and dislikes regarding types of design and colors, and they just took the ball and ran with it.
After 4 years of operating primarily as a bar, Harry and Judy Kilmer have decided to take the next step: turn their business from a saloon into a full-fledged restaurant. To the Kilmers this was the natural evolution for their business and it was determined that a change this dramatic required an evolution of their business identity, as well.
From the day they purchased the bar, Harry and Judy have worked hard to retain and enhance the friendly, comfortable atmosphere Wabash residents have come to appreciate about the establishment. Now, the idea is to build excitement and awareness with those loyal patrons by developing a new identity that appeals to current and new customers. While the old logo worked just fine for their bar, a modern look was required for their restaurant.
After an initial stakeholder call with Harry and Judy, the Deluxe team established three guiding principles to keep front and center while developing the Kilmer's new logo:
1. The Kettle is renowned for its craft beer and soon-to-be food scene.
2. The Kettle is a busy, high-energy and fun establishment.
3. The Kettle is rich in local history.
Starting with a simple creative brief, the owners were able to outline their likes and dislikes relating to color, shapes and other important branding elements. Within five days, Deluxe logo designers developed several concepts that represented the high energy, family fun feeling the Kilmers were after, while still giving a nod to the legacy of the establishment by incorporating the original color palette and kettle icon.
Once the final logo was complete, Deluxe created 11 different logo formats (JPG, EPS, GIF, PNG, PSD, TIFF, AI, CDR, PCX, PDF and Bitmap), and multiple social media profile icons to support future print and digital projects. Additionally, a style guide, was developed to ensure Harry's Old Kettle Pub & Grill was marketed in an appropriate and consistent manner that included specific font style names and color palette descriptions.
Original Logo Design
New Logo Design
Working with Deluxe, Harry and Judy were able to create an evolved brand identity for their business without losing the elements of the brand that made them successful in the first place. Their new logo is the perfect blend of the modern, fun restaurant they want to be, and the friendly, neighborhood watering hole that they've always been.
"Thanks to Deluxe, our new logo now stands out, has a classier, more upscale look and, most importantly, conveys that we're a full-service restaurant," says Harry. "It looks great on T-shirts and coasters, too!"
Harry's menu and coaster with his new brand