Edgar's is a unique restaurant famous to Akron, OH locals. When I began work with them, they were looking to upgrade their brand and materials to reflect a new, more elegant Edgar's (along with interior renovation, new website, and new social media presence).

When considering fancy restaurants, my first thoughts are usually along the lines of "simplicity", "negative space", and "clean". I tried this treatment for them and it worked.

I took their original logo and, retaining the spirit of it, cleaned it up giving them a solid 2-color treatment with a subtle marble texture that would be worked into the rest of their brand materials.

Then we ditched the glossy menus and opted for a matte white stock with strong, ultra-readable modern typography.

The new menu personality was carried over to this Late Night snack menu experiment.