QUEEN CITY-BELLTOWN

🧠 CHALLENGE: With new ownership and a refreshed menu, Queen City needed a full brand overhaul. The challenge was walking the line between heritage and modernization. Long-time locals associated Queen City with its historic charm, while the new direction required a more refined and functional brand system. My goal was to create an identity that felt rooted in the restaurant’s 1910 origins while still performing across modern applications like menus, print materials, and digital assets.

✍️ SOLUTION: I started the rebrand by studying Queen City’s visual history, including archival photography, vintage menus, and architectural elements from the space itself. This research helped define the visual language that made the original Queen City recognizable and beloved. From there, I developed a full brand system including a new logo, color palette, and typographic hierarchy that captured the restaurant’s nostalgic character while improving clarity, consistency, and usability. The result was a modernized identity that felt authentic to Queen City’s roots and scalable across menus, signage, and future brand touch points.

❤️ CLIENT FEEDBACK: “Exactly what I wanted-I love the menus and the graphics that were used. The old car and drink graphics are spot on and my menu looks even better than I was expecting” – JG