Blue Willow has been a staple in Tucson, AZ since 1978 when they opened. They are known for serving high quality, healthy food in a laid-back, family friendly atmosphere. This inspired the concept "casual elegance" which has been used throughout the identity. Since the term "Blue Willow" refers to a specific type of porcelain, the logo intentionally mimics the composition and typographic treatment of a porcelain stamp. The bird illustrated in the mark is from the Blue Willow pattern, further alluding to the origin of porcelain. The entire identity can be printed in one color (Pantone 2935 EC) making it a very cost-effective print run.