Bar Napkin Productions first tackled the stodgy, well-worn name, and replaced the “Chophouse” tagline with a more modern “Classic American Dining.” This gave a broader definition to the food offerings while still giving weight to the traditional qualities of the food.
The next step was to modernize the logo itself with a modern, fluid typographic choice that harkens back to tradition. Its simple black type on a crisp white background implies the white table linen service and quality seriousness of the food offerings. Used in the many various menus, in silver foil on the black leather menu vehicles, uniforms, place settings and signage the graphic is simple, elegant and timeless. Simple tri-fold menus vehicles illustrate the vast menu offerings in an easy to open at the table format with graphic highlights to promote specials, fresh-sheet items and classic offerings.