Eddie O'Brien's

Hospitality identities tend to age into nostalgia or chase trend. Eddie's needed a mark that could outlast both — readable in neon, embroidered on aprons, and stamped on a coaster.

Treat the identity like a wardrobe. One core mark, a family of supporting glyphs, and a typographic voice that can swing from menu to merchandise without losing the room.

Primary wordmark, secondary monogram, signage, menus, uniforms, matchbooks, and a small merch capsule. Print-first, screen-second.

Audit existing assets, redraw the wordmark from scratch, codify the system, and ship a printed brand bible to the operations team for in-house use.

A house identity the staff actually wants to wear — and a guest experience that reads as intentional from the door to the dessert menu.