Mason's Grill
Creative Director, Brand Designer, Brand Strategist
Brand Identity & Visual System
The Strategic Problem
Mason’s Grill is a Baton Rouge institution. When new ownership
took over, they needed a refreshed identity that honored the restaurant’s legacy while signaling a new chapter. The risk: change too much and alienate loyal customers; change too little and the rebrand feels hollow.
Strategic Approach
I treated this as an evolution, not a revolution. Through stakeholder interviews and competitive analysis of the local restaurant landscape, I identified what made Mason’s matter to its community: a sense of place, a connection to Baton Rouge’s food culture, and a neighborhood feel. The new identity needed to amplify those qualities while bringing the visual language up to a standard that could compete with the growing wave of modern restaurant brands in the market.
The System We Built
I developed a full logo suite (primary, secondary, icon, badge variants) designed for maximum adaptability across formats. The visual system included a color palette rooted in earth tones with bold accent hits, custom illustration and iconography, and a type system that balanced readability with character. Every element was designed to scale from social thumbnails to large-format signage.
Framework
Stakeholder alignment > Legacy audit + competitive analysis > Brand evolution strategy > Identity system + touchpoint toolkit
