Heirloom is a bustling neighbourhood bistro nestled on a tree lined street in downtown Charleston. A casual setting and a lively bar make Heirloom a local institution, committed to serving local fare from wood fired pizzas to seafood straight from tide to table. A playful identity and clever messaging were essential to elevate the relaxed feel of the space. The goal of the project was to create a visual system that conveyed the warmth and charm of Charleston hospitality but with a fresh and contemporary feel, to reach a target audience of foodies, both locals and tourists.

The project started with an extensive research phase, including an audit of local restaurants and a visual discovery of Charleston food and culture. After an exploration of vintage typography, a type solution with a textured inline, was chosen for its simplicity and flexibility. The wordmark system has a few variations, including an application with a curved baseline or a lock up with the address of the restaurant. An exploration of textures, patterns, and materials also helped inform the restaurant’s brand identity and visual system.

The menu layout includes many special touches, like text highlights, curved baselines, and a blend of typefaces. Decorative icons interspersed with text, delicate pattern fills and custom illustrations keep the brand novel and all about the details. A color palette of natural white, navy, and mint green is calming and conveys freshness. A delicate line illustration of the building facade was created to give texture to branded elements and also convey the history of the location in a visually compelling way. Fun messaging and type lockups are found through branded elements like matches, business cards, and take-away packaging.