Our goal for the overall branding was to craft an identity that feels like going to your crazy Aunt Helen’s house: warm and sincere, but eclectic and fun. The soul of the brand was inspired by owner Shane Mayson, a veteran in the hospitality space. Inspired by Shane’s unparalleled brand of southern hospitality, we created an identity that perfectly encapsulates his vivacious personality and unbridled energy. The interior touch points and dishes were selected by a local purveyor - Pixie of Miss Pixies - and in our research at her shop we found metal-cast type blocks which directly inspired the logotype. From there, our research took us to the movies: Auntie Mame, a film from 1958, inspires the verbal identity of this brand.