Proper Restaurant Branding
Located in a historic jail within the heart of downtown Boone, North Carolina, Proper serves upscale authentic Southern cuisine sourced locally from other Boone businesses and farms. The restaurant offers a unique dining experience, only being open Thursday-Sunday which makes it feel exclusive despite the more casual environment.
The design elevates the overall look of the restaurant through a simple logo and color palette but uses pops of color to create an added element of interest. The new menu Is simple and elegant while still being easy to read. Overall, the rebrand allows the history of the building to shine and extends the exclusivity of the restaurant concept to the rest of the brand.
The menu design is sleek and easy to read giving a more elevated feel to the overall dining experience. The accompanying drink menu can be swapped out depending on what their featured beverages are for that week.
The restaurant’s saying “Eat More Collards” is repeated on various brand takeaways and a pattern using hand-drawn collards extends the brand’s traditional southern roots.