The Old No. 7 Restaurant & Sports Bar
Brand Identity, Logo Design, Merchandise
The Challenge
The challenge was to evolve an early Canva-built identity into a cohesive brand that felt unmistakably local. It needed to be something Shore residents would recognize, understand, and feel proud of, while still being approachable, memorable, and easy for travellers to connect with.
The Solution
I rebuilt the brand by drawing directly from Trunk 7 itself. The black asphalt, yellow centre line, and white shoulder edge became the foundation for the visual system, while the restaurant’s location on a familiar Jeddore curve turned local geography into identity.
How the Brand Shows Up
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.
Turning Local Language Into Brand Culture
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.
