Midtown Tavern
1855 Central Ave is a well known restaurant location in Augusta, Georgia. Over the years, the identity of this building has morphed and shifted numerous times taking on new names and serving many Augustans fare of different flavors. In 2023 this location became home to Augusta’s new, go-to lunch and dinner spot. Midtown Tavern is an all-American establishment with a simple concept: excellent service and quality food! The Tavern is a restaurant with a casual, welcoming and social atmosphere for where groups of friends and family can enjoy a dining experience that is minutes away from their home within the comfort of their local community.
When this project began, the building had just been purchased by the owner for Midtown Tavern and both the interior and exterior were undergoing a transition to become the new restaurant concept. Simultaneously, the brand design was being developed in line with the space's transformation. The owner envisioned the restaurant as a welcoming and casual place for people of all ages to enjoy, with a laid-back yet socially vibrant atmosphere where friends and families could gather and savor a good meal. To convey this vision, the design was developed to reflect the restaurant’s personality through a modern and simplistic logo style, a rich, warm, and soft color palette, simple and open typography, and an overall contemporary design approach.
In addition to the brand design development, we worked with the owner to apply the new brand to various business touch points including the building signage, business cards, menu template design and social media template designs.
