The Corner Grille
Year: 2017; Branding & Digital Design
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Project
overview
In 2017, a restaurant called The CornerGrille (TCG) reached out to me for help. They were in dire need of a rebrand, and their web presence was abysmal.
Located in Historic College Park, Atlanta, GA, TCG started in 2011 in what was formerly St. John’s Episcopal Church at the corner of Main St. and John Wesley Avenue. Built in 1906, TCG is also conveniently near the Hartsville-Atlanta Airport, Chic-Fil-A headquarters, a variety of local shops and boutiques, and downtown Atlanta in general.
Unfortunately, space was very tight for foodies looking to enjoy TCG’s cooked-to-order-menu Cajun-Americana cuisines. Owners Annette and Julian explained that they are not a “fast-casual” dining experience, but were considered “boutique” in their approach. They were looking for design assistance to rebrand their image, while they got architectural help upgrading their restaurant space.
The Corner Grille prior to branding and building updates
Role:
UX Design
Brand Design
Collaborators:
TheCorner Grille
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Challenge
Demographic
Aged 25+ working locals (lunch time), travelers (dinner time), and weekend locals (brunch) that enjoy fresh-to-order cuisine in a laid back, intimate atmosphere.
Challenge
One of their biggest challenges was ensuring that patrons looking for a boutique, custom experience understood their menu offerings, location, and variations between different menus (ie. Brunch, Lunch, and Dinner)
Ensuring that local patrons who were “walk-ups” were able to get a quick scan of the entire menu via an outdoor menu.
Since seating was limited, they needed an integrated reservation app like OpenTable.
Making sure TCG’s operating hours were reflected via their website/storefront signage. Patrons often complained that the restaurant opening hours weren’t clear.
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Process
Logo
Discussions around TCG’s logo (and branding in general) revolved around a recognizable simplicity. Annette was really moved by brands like Crate & Barrel, that offered a high quality product, and yet had an engaging, but simple brand approach. I sought a similar design with TCG.
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Outcomes
While a local architecture firm made updates to the interior of TCG, Julian, Annette and I worked diligently to solidify the new look and feel. Since TCG didn’t technically have a brand outside of locals being happy about their famous beignets at Atlanta food festivals, we aimed for the simple and identifiable. Using its history and street corner as a reference, I made a play on TCG’s literal corner location on Main Street with a street sign as an aspect of the logo.
Selected typography and brand colors
Updated interior and exterior with wall signage
