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I knew that if I failed I wouldn't regret that, but I knew the one thing I might regret is not trying.
- Jeff Bezos | Whether you think you can or you think you can't, you're right.
- Henry Ford | The most difficult thing is the decision to act, the rest is merely tenacity.
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Branding West Chester's New Whiskey Restaurant Sensation

The Latest Creation From Longtime West Chester Restaurateur Frank Herron

Client Saloon 151 Provided Branding + Identity + Packaging
Project Branding West Chester's New Whiskey Restaurant Sensation Year 2016
The Challenge

Located in Downtown West Chester PA, Saloon 151 was to open in July 2015, featuring slow cooked meats, hand cut fries, mix & match craft beers to go, and of course, an extensive whiskey and craft beer list. This meant a new identity, menus and packaging.

“We really wanted to create more than just a brand - we wanted to tell a story, create an experience for whoever was sitting down.”

The Process

We were inspired by the prohibition era, as well as the country in the south. We really wanted to create more than just a brand - we wanted to tell a story, create an experience for whoever was sitting down - whether it was for a whiskey or for a 2-hour meal. We took our time experimenting with many textures, earth palettes and bold typefaces. Their only requests were that it needed to be a horizontal logo, and have “151” be just as prominent as the word “Saloon”.

Problem Solved.

The end result was an iconic set of numbers (which are displayed as the main brand element throughout the restaurant) and textured typeface alongside of it. The menu and packaging items follow the same style with a rustic, and almost grotesque vibe. Note: The taco fries are so on point.