When Corey Crocco approached Cross Creative, a renowned restaurant branding agency, to rebrand a historic watering hole in Johnstown, Pennsylvania, we knew we were taking on a project with deep roots.
Our Role as a Restaurant Branding Agency
As a leading restaurant branding agency, we were excited to breathe new life into this iconic venue while honoring its past. Our team, based in Harrisburg, PA, brought a fresh perspective to the project, drawing on our expertise in creating memorable brand identities for restaurants.
Discovering the Restaurant’s History
We embarked on a journey of discovery, delving into the history of the establishment, formerly known as the Alibi, and the vibrant culture of Johnstown. The Alibi had been a beloved fixture in the city for decades, and its legacy loomed large over the rebranding process. Corey Crocco, the new owner, wanted to pay homage to the Alibi’s history while creating a fresh, modern identity for the restaurant. The name “The Fifth” was a playful nod to the Alibi, referencing the idea of keeping quiet and not incriminating oneself. Through extensive research and interviews with locals, we uncovered a rich tapestry of stories and memories associated with this iconic venue.
Creating a Brand Identity for a Historic Venue
The establishment’s history was a blend of nostalgia and modernity, a testament to the evolving nature of the city itself. We sought to capture this essence in the new brand identity, creating a design that was both familiar and fresh.
The Branding Process: From Concept to Execution
As a restaurant branding agency, we understood the importance of creating a brand that not only looked good but also told a compelling story. Our initial concepts focused on themes of tradition, innovation, and local heritage. We explored visual elements that would evoke the establishment’s past while also looking toward its future. Retro-inspired typography, industrial-chic design, and references to Johnstown’s landmarks, like Morley’s Dog, were all considered.
Throughout the design process, we maintained a collaborative approach with Corey. His insights and feedback were invaluable in ensuring that the final brand identity resonated with the community. Together, we refined the color palette, logo, and typography to create a cohesive and visually appealing aesthetic.
The Final Brand Identity
The result was a brand that perfectly captured the spirit of the reimagined establishment. Inspired by Johnstown’s heritage, the logo featured unique design elements that captured the city’s essence. The color palette is dark and industrial, reflecting the city’s rugged and edgy character. The typography, a blend of classic and contemporary fonts, created a balance between nostalgia and modernity.
Additional Branding Services
As a restaurant branding agency, we were committed to providing a comprehensive range of services to ensure a cohesive brand experience. These included interior and exterior signage, menu design, and website development.
The Impact of Thoughtful Branding
The branding of the establishment was a resounding success, revitalizing the local dining scene and attracting new customers. Our collaborative approach and attention to detail, combined with our expertise as a restaurant branding agency based in Harrisburg, PA, resulted in a brand that not only honored the past but also paved the way for a bright future.
By preserving the establishment’s legacy while embracing a modern aesthetic, we were able to create a brand that resonated with both longtime patrons and a new generation of diners. The reimagined venue is now more than just a restaurant; it is a symbol of Johnstown’s rich history and its enduring spirit.