The owners of LouVino, a restaurant with locations in Louisville, Cincinnati, and Indianapolis had long dreamed of bringing a biscuit restaurant to Louisville. They even had a few ideas about where they wanted to go, and what they wanted to see, but needed help solidifying their ideas and creating a brand that was homey yet big enough to expand.
Building as you go
Work had begun on the buildout of the first location and the owners knew this restaurant had the potential to be big. What was missing was a name and brand identity that could inspire upcoming stages of the restaurant development and serve as a guide to everything from signage and merch, to hiring and the menu.
Hand-drawn type and a biscuit man
Working with the client through our Survey process, we studied the competitors, both here in Louisville and other markets, conducted interviews and hosted a branding workshop. Together, we crafted a brand platform that fully supported the upcoming visual identity.
The identity was genuine and playful, utilizing a custom hand-drawn logotype that felt very southern and polished, yet the subtle texture and rough edges give it more of a handmade feel. When mixed with “biscuit man” illustrations, we see more of the mischievous side of the brand. The professional yet vibrant color palette brings the brand to life, especially when seen in the restaurant space.
Lined up and ready to go
Biscuit Belly opened for business in June 2019 and has exploded in popularity. With lines often out the door, there are now five area locations, with plans to begin franchising across the region.