To fully embrace the culinary motifs of West Hartford, we infused this brand with a heavy serving of old-school charm, modern elegance and light-hearted intent. We utilized a humorous illustration set and a brand voice that could channel the likes of Stanley Tucci - blending the fine dining finesse with a dash of good ol' American nostalgia and play.

One of the most important qualities of Union Kitchen is their dedication to their customers and making them feel like a part of their family. It was imperative to portray that throughout the brand identity. We utilized warm and welcoming verbiage, such as “Food & Friends” and “The Union of Food & Service Connected by Moments Like This and People Like You”.

When reimagining the Union Kitchen menus, we took into account one of the main goals: the re-reinvention of fine dining; keeping it honest, human, and casual but in an eloquent way that matches the Union Kitchen experience. The menus feature design sensibilities you’d find associated with both fine dining menus and vintage American menus. Adding the illustrations adds a bit of cheeky playfulness, while the hand-written script notes add a sense of intimacy, and aid in feeling like you’re receiving a personable experience.