Samuel Gritz Public House
Branding Case Study
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Situation
Samuel Gritz Public House is a newly opened local restaurant looking to establish a strong, recognizable brand within a competitive neighborhood dining scene. While the food and concept were solid, the restaurant lacked a cohesive visual identity and clear brand positioning that could help it stand out and connect with the surrounding community.
I partnered with the owner to translate their vision into a cohesive brand identity, creating assets they could use on their website, social media, and marketing materials, while helping the restaurant stand out and connect with the community.
"We want to offer a kickass product at affordable prices."
Strategy
The strategy centered on translating Samuel Gritz Public House’s warm, inclusive, and community-driven personality into a cohesive, flexible brand system.
Through discovery, we learned that their core identity is “kickass products at affordable prices” delivered in a welcoming, approachable space that feels elevated but not intimidating. Their goal was to become a neighborhood staple where anyone, from families to local professionals, can feel comfortable.
To bring this to life, I developed mood boards, crafted a mission statement, and defined a visual system that includes brand colors, typography, and logo variations for applications like coasters, merchandise, and marketing materials. The design reflects the restaurant’s classic, nostalgic Philly vibe while remaining modern, emphasizing comfort, quality, and consistency across all touchpoints, from signage to social media.
Application
Target
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Neighborhood locals (75%)
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Families
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Hospitality staff
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Mostly aged late 20s–mid 40s
Samuel Gritz was building a loyal following but hadn’t yet stood out in a crowded local market. Without a clear brand or visual identity, the restaurant’s personality and strengths weren’t reaching new customers, making it harder to become a recognized neighborhood staple.
Pain Point
Visual Design
The brand’s visual identity draws from Samuel Gritz’s history and physical environment. The primary palette: deep red, gold, and charcoal, reflects the restaurant’s legacy, warmth, and grounded, elevated atmosphere.
The secondary palette: slate blue, sage green, and warm gray, adds balance and versatility, keeping the brand approachable and flexible across touchpoints like social media and menus.
Together, these colors create a cohesive, thoughtful system that communicates the restaurant’s bold, welcoming personality while remaining modern and adaptable.
