Modern Classic Taste

There are things, colors, shapes, smells that signify to our brain almost instantly what we are about to encounter, or what is in front of us for the taking—because we’ve been conditioned. We have seen these symbols and have associated them with an experience. 

This happens a lot in the restaurant biz. Think about it. When you see a red and white checkered table cloth you think barbecue. Or a bottle of chianti wrapped in wicker, you think Italian. A great steakhouse is emblazoned in our minds with dark, warm colors and dim lighting.

This is exactly what our client Kyle Greene wanted to happen with his restaurant, Hutchinson American Kitchen. He knew he wanted to evoke the feeling of a bistro. A comfortable neighborhood spot with elevated food like you would expect when you see the classic Bistro signage. Here are a few examples:

Kyle’s initial concept logo had warmth but was missing the classic font and stacked shadow effect. It also needed refinement to its name. At concept it was Hutchinson Kitchen, which missed the mark for evoking a bistro-feel and research revealed that competition down the road used the word “bistro” and another “kitchen” in their name. Since the restaurant would not be serving French food, but rather cuisine found at an American grill—American was added to the name - Hutchinson American Kitchen.

Then a signature Kyle G’s was added as it is now the second restaurant in the portfolio (there’s soon to be four!). A pineapple topped the logo to signify hospitality and pay homage to Hutchinson Island—a former pineapple plantation. The hand-drawn style of the pineapple was carried through to other restaurant icons like a cocktail glass, cheese plate and a slice of cheesecake.

After the logo was established, there was room to modernize the idea of the bistro. A secondary logo was developed for the internal touchpoint like the menu, uniforms, hats and mugs.