Heading in the right direction.


Company: Up North Ale House | Industry: Restaurant

The Problem

Up North Ale house needed a complete package. They had the name, but wanted a look that was industrial chic and would be family friendly since they are located in the suburbs. They were also taking over an old Blockbuster site, so they wanted to make sure their design moved far away from the traditional strip mall look.

The Solution

I created a look that was sleek, fun, and energized. I suggested painting the outside of the building and adding copper elements to help separate the building from its Blockbuster past. The icon design is an ambigram that has a nod to a beer bottle cap, which brings surprise and delight to the viewer. The inside of the space has a lot of texture and layered elements. Every direction you look your eye has something to respond to. The engaging environment will keep customers coming back for more.

Designed at Ideation Studio. Photography: Andrew Kjos and Daniel Peters.