About the restaurant
Kitchen 218 is a restaurant in Pulaski, Tennessee, led by restaurateur Jake Pfeiffer. When we first sat down with Jake, he talked about bringing a high-quality restaurant experience to a small town with a long history.
He wanted the restaurant to honor Southern tradition and become a local hangout for everyone, from students at the nearby college to residents who have lived in Pulaski for decades.
Concept work
With that goal in mind, we started drafting brand concepts. We worked through rounds of revisions on typography, iconography, and color palettes, narrowing the options with each pass.
Visiting the building
We traveled to Pulaski to see the site in person. Kitchen 218 occupies a red brick building just off Main Street that used to be an automotive dealership. When we visited, Jake and his partners were just starting demolition. It was rough and dusty, but you could see what it would become.
Seeing the building shaped the brand. Pulaski is steeped in history, and Kitchen 218 set out to honor it, so the branding draws on both the building and the region. The final logo sits on a distressed brick texture, a nod to the walls the restaurant was built in, and frames the name with a chef’s knife above and the number 218 below.
The final brand
After more rounds of feedback with the owners, we delivered the final concepts along with typography and color options, all collected in a complete brand style guide. The guide gives the restaurant team one reference for applying the brand consistently wherever it appears.
Kitchen 218 was one of our first branding projects.
Read how we approach brand identity today, or see the brand guide we made for MKA Attorney at Law.
