The Redhead Restaurant Branding and Identity Design

Posted by Christine Clayton on January 17th, 2020

This project was a rebrand of The Redhead, a restaurant in the East Village of New York City that serves a menu with a Southern slant. Since 2006, Chef-Owner Meg Grace filled the menu with seasonal, farmers market finds and Southern staples like buttermilk fried chicken, Low Country shrimp and grits, and collard greens. The rebrand is a subtle nod to the restaurant’s Southern heritage while at the same time referencing the love and care Meg brought to these seasonal ingredients.

The branding and logo design are a subtle nod to the restaurant’s Southern heritage and references the love & care Meg brings to the seasonal ingredients.

THE PROCESS: In the concept phase of the project, I came across three self portraits (below) which were the work of a photographer, Amelia Fletcher, from Asheville who I would later collaborate with on the images in this piece. As the moodboards and concept gelled, I began to realize how perfect her style was for the brand aesthetic that was beginning to form. And so I in New York, she in Asheville and having never met, communicated every detail through moodboards and a very detailed creative brief which would inform the style, props, and lighting. Her resulting images which were used in the website and various marketing pieces can be seen below.