Challenge

When it comes to giving restaurants an aura of age and distinction, our clients are usually start-ups looking for a leg up on the old-timers. The Blue Pig Tavern, however, is no whippersnapper. Located on the grounds of Congress Hall, a centuries-old seaside resort in Cape May, New Jersey, the restaurant already had a vibrant history to its name. But after a renovation left it with a modern brand identity that didn’t reflect its heritage, the owners realized that if The Blue Pig was to continue moving forward, it had to get in touch with its roots.

Action

Our main goal in redesigning the Blue Pig’s logo and menus was to deliver a fresh reimagining of the tavern’s origins. We began by adorning the menus with 19th-century typography and patterns taken from the resort’s 200-year-old china. For the logo, we commissioned a custom illustration in the style of period etchings. And because The Blue Pig is a family-friendly establishment, we gave its namesake pig a cordial, gentlemanly smile.

Results

The Blue Pig’s new menus have proven to be a perfect match for the restaurant’s take on classic American cuisine. Best of all, the proprietors finally have a dapper spokesman they can call their own.