Liberty Girl is a small nostalgic American dinette in Salt Lake City. The restaurant is inspired by one of America’s most renowned painters who depicted moments in American life. In particular, his “Liberty Girl” painting honors the women that took over all the jobs while the country’s men were away at war. The restaurant needed a nostalgic branding system that conveyed classic diner hospitality through typography and vintage Americana.

The project started with a research phase of inspiration, listmaking, and extensive logo sketching. Various type lockups and fonts were explored. Art and media references from the period were studied and collected to help drive the visual direction for imagery. An exploration of materials and menu layouts were also explored.

The final logo system, which includes various wordmark, lettermark, and crest lockups, is playful but with a utilitarian simplicity. Accompanying the logo system is a series of custom illustrated icons, which represent various aspects of classic diner and American culture through linework and filled elements. A color palette of red, cream, blues, and yellows are a reference to American colors, but with subtle vintage toning. These components give the restaurant a quirky personality catering to a demographic that loves breakfast and a down to earth feel.

The menu layout combines solid typesetting and hierarchy fundamentals with sweet language and linework details. The menu system uses various colored paper stocks to add pops of color to help differentiate between different menu pieces.The menu format is oversized, which works well in the large booths of the restaurant interior.

Social media marketing makes uses of vintage photography and references advertising and media from the period. Clever copywriting is set on angles and with special details to give communications a rich and branded feeling.