J.J.’s Dockside

Objective

Building on the success of J.J. Astor’s, the owners of this Duluth restaurant sought to expand into Bemidji, Minnesota. Just weeks before the new restaurant’s opening, they brought Affina onboard to design a new logo for both restaurants.

Strategy

After exploring the experience at each location, we recommended the new restaurant have a different name and visual look to complement its more casual, local style. When J.J.’s Dockside was chosen for the name, we developed a pair of logos that clearly convey the two locations’ relationship featuring a bold typeface, city name, description, and crossed canoe paddles – a nod to the lakeside locales.

Outcome

We then developed a comprehensive system of menus, signage, and merchandise building on the rustic, relaxed feel of Bemidji with warm colors and natural wood grains.