Graze North Loop – Logo Refresh & Brand Collateral
Role: Lead Designer / Creative Direction
Project Type: Logo Refresh, Visual Identity, Website & Collateral Design
Overview:
Graze North Loop, a popular food hall in Minneapolis, was in need of a refreshed identity to better reflect its dynamic and diverse offerings. My role involved modernizing the existing logo while retaining the essence of the brand, and creating a comprehensive suite of collateral that would elevate the food hall's presence both in-store and online. From a full website buildout to new printed materials and digital assets, I designed a cohesive brand experience that resonated with both local food lovers and new visitors.
Scope of Work:
Refreshed the existing logo, balancing contemporary design with the established identity of the food hall
Designed and developed a fully responsive website that showcased the variety of food vendors, events, and amenities with a clean, user-friendly interface
Created printed collateral, including posters, business cards, and signage, that captured the essence of the food hall’s vibrant atmosphere and diverse offerings
Developed digital assets for social media, email marketing, and web promotions to support ongoing brand engagement
Ensured all branding across print, digital, and environmental elements maintained a cohesive and inviting feel, reflecting the community-driven spirit of the North Loop
Challenges & Solutions:
The main challenge was updating the existing logo to maintain brand recognition while ensuring it felt fresh and relevant in the competitive food scene. The solution was to refine the logo with subtle updates and pair it with a bold, cohesive visual system across all platforms. I ensured that the design translated seamlessly from the digital environment to printed materials, giving Graze North Loop a unified presence that stands out in both the physical and virtual spaces.
Results:
The refreshed identity and new branding materials helped Graze North Loop achieve a revitalized presence in the North Loop neighborhood. The modernized logo and cohesive design system received positive feedback from visitors, while the new website and digital assets enhanced the customer experience and boosted online engagement. The comprehensive rebrand has positioned Graze North Loop as a top destination for food lovers in the area, attracting new visitors and strengthening its loyal customer base.
