Unifying a Restaurant’s identity from digital to print
Duckworth’s Grill & Taphouse – Brand Identity Refresh
Duckworth’s Grill & Taphouse needed a refreshed brand identity to bring their digital and in-restaurant experiences into better alignment. While their website was already well-established with a modern, trendy “brewpub” aesthetic, their menus and collateral materials still carried the look and feel of a casual chain restaurant. The logo also required refinements to better harmonize with the updated direction. My role was to unify these disparate touchpoints into a cohesive brand system that reflected Duckworth’s contemporary personality, ensuring that both the digital presence and physical collateral worked together to create a complete brand experience.
Challenge
Approach
Using the website as the foundation, I reimagined the menus to carry over its modern and energetic brewpub feel. I introduced cleaner typefaces and simplified the overall design to create a more refined look, while also restructuring the content to improve usability. The original menu was lengthy and repetitive, with some sections appearing multiple times, so I streamlined the copy and separated desserts into their own dedicated menu for clarity. Beyond menus, I refreshed the logo for a polished, modern appearance, designed four new coasters that reflected the updated style, and redesigned the beer membership card. Together, these updates created a consistent identity that tied back to the strong digital presence Duckworth’s had already established.
Refreshed Logo
Old Logo
Through this identity refresh, Duckworth’s is now able to present themselves in a professional, consistent, and engaging manner across every customer touchpoint. The unified branding not only makes their offerings easier to understand but also creates an experience that better represents the company’s vision. By aligning their collateral with the website’s modern brewpub aesthetic, Duckworth’s can now emphasize their true strengths: an extensive craft beer selection and high-quality food. The result is a cohesive brand experience that resonates with customers and reinforces Duckworth’s position as a go-to destination for both craft beer enthusiasts and diners alike.
Results
