Unconventional Diner’s co-founder, Eric, knew exactly the kind of atmosphere he wanted to create. Below, you’ll see brand values and positioning statements we refined over time.
A space for all to eat, drink and socialize. A neighborhood joint. Your favorite Tuesday night hangout. A drink with the girls. Saturday date night. But, also, the perfect spot for your quarterly board meeting. Key target audiences include millennials (20-40), working professionals (35-60), and Convention Center/Shaw neighborhood visitors.
Playing off the high/low nature of the comfort food and designer décor — a French culinary pro cooking meatloaf. Paper plates redone in ceramic. A handcrafted, walnut chair that resembles a folding chair. Casual elegance. Jeans and blazer.
We don’t take ourselves too seriously. Slightly irreverent and self-effacing. “Have you tasted the world’s most pretentious PB&J?”
For neighbors and visitors it’s home away from home.
After establishing the initial creative direction, I handed off assets to an in-house designer to continue to execute. This included typography, color, logos, signage, menu and social media concepts.
With the goal of owning modern comfort food, Unconventional Diner is a huge success. It was an honor to help this awesome team establish their vision.
What I Did
- Hands-on Design: Creative Direction, Brand Strategy, Logo/Identity, Interior/Signage, Social Media Concepts
- Scott Kester, Interior Design
- Eric Eden, Brand Strategy, Copywriting
- Ryan Warden, Collateral Design