The Old No. 7 Restaurant & Sports Bar
Brand Identity, Logo Design, Merchandise
The Challenge
The challenge was to evolve an early identity, created in Canva, into a cohesive brand that felt local-first: something that Shore residents would immediately recognize, understand, and feel proud of, while still being approachable and memorable for travellers passing through.
The Solution
I rebuilt the brand by taking inspiration directly from Trunk 7 itself. The main logo and visual system use the black of the asphalt, yellow of the centre line, and white of the shoulder edge, grounding the identity in the road that gives the restaurant its name. The design subtly references the restaurant’s location on a wide, well-known curve with a passing lane in Head of Jeddore, turning geography into identity.
Alongside the primary logo, I developed secondary, text-only brand marks pulled directly from the main logo, giving the restaurant flexible options for signage, apparel, and social use while keeping the brand consistent.
To extend the identity beyond the building, I created a series of locally informed t-shirt designs. One design, “Keep it Between the Mustard and the Mayo,” taps into a familiar roadside phrase, less about rules, more about keeping it cool and cruising easy along the Shore.
Two additional designs play off the highway’s notorious curve in Head of Jeddore. One features a Right Turn sign with “KEEP LEFT” for city-bound traffic; the other a Left Turn sign with “KEEP RIGHT” for east-bound drivers, both subtly (and humorously) encouraging motorists to turn in.
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The brand experience was rounded out with the introduction of Roadkill Rocky, a raccoon mascot with Shore attitude, adding humour, personality, and memorability to the overall identity.
