The logo itself should have the " '401" as the primary focus. All else should be secondary and "The '401" needs to be able to stand alone without a tagline and needs to reproduce well on apparel and branded products such as delivery bags, cocktail napkins, vehicle graphics, and drinkware. The number versus the "The" is more important.
The ‘401 aims to be an approachable, welcoming restaurant and bar that has a touch of the familiar feel of a friend’s home or porch. Home-grown values more than home-grown food will prevail as the focus. The goal is to be a point of community connection, not resembling a chain restaurant.
It is to provide locals with a gathering place that is uniquely identifiable to their community and that draws guests from surrounding communities based on unique offerings, atmosphere, and experience.
The space will offer a certain level of coziness, possibly from residential feel of the interior layout and decorative elements. The goal is to give guests a sense of ownership and emotional attachment via unique elements of the décor, naming of dishes and drinks, interactive contests, storytelling vs. more traditional marketing, and physical opportunities to “make their mark” on the ‘401. Branded products such as shirts and koozies will be developed and made available. In keeping with the neighborhood feel of the ‘401 and capitalizing in an irreverence that is increasingly popular in graphic branded products, customers will be able to purchase branded items with a variety of slogans.
• "Keepin’ it fun in the ‘401", "Showin’ em how it’s done in the 401", "Getting’ it done in the 401,", "I hit a home run in the ‘401," "We run the ‘401," etc. are a few of the initial t-shirt slogans that will appear in proximity to the logo. I would love to also see a few options where logo has the look of a distressed stamp. The logo must be easy to read. I
A key goal is to reflect the unique personality of the neighborhood, providing a sense of ownership and familiarity to guests. Creation of an emotional connection with the brand is an underlying strategy that will touch on every aspect of the customer experience.
The decor will be rustic industrial with personalized elements such as wood beams.
Please see uploaded visuals for color/concept inspiration. It is important to note that the logo needs to be unique- meaning not pulling templates from Graphic River and Creative Market and such and simply entering the name and tagline.