Sweet Mel’s is a local bar & grill renowned for their must-try burgers, prominently featured in Zagat. Building on the restaurant’s eclectic blues memorabilia, 100-year-old building, and Southern charm, the rebrand meshes these ideas into its elements. The patterns, found on placemat menus, drink menus, and wrapping paper, are composed of early 20th-century illustrations and various labels, which are inspired by vinyl album stickers. The typography and copywritting reference various Southern signage and slogans.
Logomark process
Placemat menu, drink menu, and wrapping paper
The restaurant has a lounge area which is very active at night. Playing off of different taste profiles, I nicknamed the lounge area Spicy Mel's and gave it a concentrated drinks menu, which can also be used throughout the bar & grill.
Window application
