Duckfat Brand Refresh

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Duckfat was launched in 2005 by Nancy Pugh and James Beard Award-winning chef Rob Evans. Rob and Nancy sought to create the ultimate neighborhood spot for elevated comfort food, pairing the feel and fare of casual European dining—foods like panini, Belgian frites, beignets and charcuterie—with touches of mid-century American soda fountain—grilled cheese, thick shakes and craft sodas. 

The result is a playful, upscale but casual, eatery focused on sandwiches, salads, shakes, and fries (the restaurant's namesake makes an appearance as the house fry oil). Everything Duckfat sells, from sauces to pickles to soups and sodas, is freshly prepared by hand on the premises. The staff are also meticulously dedicated to doing business responsibly: reducing waste, using renewable materials, and utilizing local, seasonal ingredients whenever possible.

Business has been booming at Duckfat, and only more so after chef/owner Rob appeared on the Food Network show Chopped. The goal of a brand refresh wasn't necessarily to attract more business, but to hone and refine the restaurant's appearance, giving it as much care and purpose as each handmade Duckfat sandwich receives and communicating to the lunch crowd that there's dinner to be had, and vice versa.

Moodboards explored the influences that inspired Duckfat's creation, and looked for ways to create a pan-European / retro-Americana aesthetic that would be both fresh and timeless.

Moodboards explored the influences that inspired Duckfat's creation, and looked for ways to create a pan-European / retro-Americana aesthetic that would be both fresh and timeless.

The logotype created by our in-house designer, Morgan DiPietro, is based on Blair ITC, an all-caps sans with Copperplate-esque proportions.

The logotype created by our in-house designer, Morgan DiPietro, is based on Blair ITC, an all-caps sans with Copperplate-esque proportions.

Redesigned menus with custom icons set a playful tone.

Redesigned menus with custom icons set a playful tone.

Neenah Environments recycled stock was preprinted with the logo and colored borders so that Duckfat staff can easily print new menus in-house and on demand. Wooden menu backers lend an element of hand-craft and add durability to the paper menus.

Neenah Environments recycled stock was preprinted with the logo and colored borders so that Duckfat staff can easily print new menus in-house and on demand. Wooden menu backers lend an element of hand-craft and add durability to the paper menus.

We worked with cream and orange tones to tie new materials into the restaurant's existing striped awning. 

We worked with cream and orange tones to tie new materials into the restaurant's existing striped awning. 

Sign painter Will Sears (who also worked with us on Eventide's signage last year) hand-painted our new logo and a "bill of fare" on the restaurant's front windows.

Sign painter Will Sears (who also worked with us on Eventide's signage last year) hand-painted our new logo and a "bill of fare" on the restaurant's front windows.

As the project neared completion, we gave the restaurant a cohesive system of fonts, colors and styles which empowers Duckfat staff to utilize the new brand across a range of materials in the coming years.

It's been great to work with such a well established brand and build on what Rob and Nancy began many years ago, and we're excited for all the milkshakes, craft sodas, belgian fries in our future.