The Problem 

Fox & Farrow was once a place called Chelsea, which had some struggles being that is an extra space off a sports bar, Underground. Our client owns both restaurants and they share a kitchen. Chelsea was always the step child to Underground and doubled as a late night dance space. It was a strange place that was always in an identity crisis. Some people thought of it as a bonus space to Underground while others only knew it for it’s late night dancing. This was not a huge problem until the owners brother (a renowned chef in the local beach community) had to close his door due to a rent increase… The brothers decided to merge restaurants and make Chelsea, Chelsea by Darren… this did not work very well and made the space even more confusing. So a full re-do was needed… new name, new physical space, new menu, new everything! And so the concept for Fox & Farrow was born.

How We Helped

We connected our client to our friend and interior designer Sage Gracie Allard and we then began working on concepts. Being that the space is connected to a British Pub themed sports bar, keeping the British theme made the most sense. We worked closely from the naming to the finishing touches. We swapped mood boards and checked in with each other to make sure everything was going in the same direction. Having disconnected design teams is a recipe for a mix-matched brand. Each team goes in what they think is the right direction for the brand… only to end up with a confusing, disjointed brand. I knew the logo I was working on needed to fit in the space she was creating. Sage came up with an elegant hunting lodge feel in the middle of a beach city.

On the brand end, we created a custom wordmark for the Resturant inspired by British eateries.The logo system was expanded to include a fox and a monogram mark. Once we finalized the styling of the fox logo mark (simple and clean with a slight rough edge to give it a vintage feel), I expanded the idea to create a badge style logo and other assets using the fox in different lock-ups. I also created a classic FF monogram to be used on leather-bound menu books for the drink menus.