Goals
Hollerbach’s German Restaurant is a staple of the historic Sanford, Florida community. After years of expansion, the Hollerbach family found themselves with numerous brands and needed someone who could bring them together as a cohesive whole.
Results
Consistent, cohesive brand assets deployed throughout the restaurant and campaigns that connect with the brand’s origins have helped Hollerbach’s German Restaurant focus on providing their signature German experience in a way that resonates with customers old and new.
Researching the Region
We did a deep dive into the area where the Hollerbachs family originates, Kyllburg, in the Black Forest region of Germany, including the local environment, customs, and aesthetics. This continues to inform every visual asset we create.
For the logo and identity, we primarily looked at bar and restaurant styles typical of the Black Forest-area, then mixed in styles that would fit. The moodboard we presented encapsulated some of the styles we found and helped foster discussions that led to the initial identity.
Identity and Brand
Color Palette
Plaid Pattern
Initial Mockups
During the process moving from digital assets to physical applications, we mocked up the designs. For the exterior, we looked to the architecture, color palette, and aesthetics of Kyllburg, Germany and meant to transpose it to Sanford, Florida.
Applications at the Restaurant
The main restaurant area is in a historic building and has been decorated over the years with items from Kyllburg and the surrounding region. We aimed to apply the brand elements to this space carefully so as not to disrupt the atmosphere the family has created over the years.
The Lodge
The restaurant added a dedicated German bar in recent years, but it was initially positioned as part of the main restaurant space. As The Lodge, we positioned it as its own unique experience with its own identity.
