Umbra Restaurant Branding
CHALLENGE
Create an authentic – locally inspired brand story to an established national hotel chain.
SOLUTION
Tell a story with historic photos combined with hand drawn brand elements to evoke the heart of Minnesota history – all the way down to the love for fishing in one of the many 10,000 lakes.
OUTCOME
Umbra is recognized as ago-to destination for both travelers and locals. With it’s flair for locally inspired food and attention to detail, this place has you feeling right at home in the heart of Minneapolis.
OUR ROLE
Logo
Brand Standards
Illustration
Brand Experience
Website Direction
Creative Direction
The ask: Create a brand experience that supports the relaxed yet upscale restaurant going into the Canopy Hotel. The name Umbra means under the sun, which inspired a story spent fishing in one of Minnesota’s beautiful 10,000 lakes. We were honored to be a part of this project and took the task to heart, going through old photos and researching unique ways to tie-in our own personal memories spent along the Minnesota North Shore.
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