CHARCUT is a beloved culinary institution, led by a team of creative, community-spirited Calgarians dedicated to fostering community through unforgettable dining experiences. In 2024, CHARCUT opened its second location in the heart of the city’s University District. This marked a pivotal moment for the restaurant and prompted a strategic reassessment of the CHARCUT brand, culminating in a timely refresh. Collaborating closely with the restaurant's founders, we crafted a new visual and verbal identity for CHARCUT that honours its rich history while embracing its present journey. It was paramount that the evolution of the CHARCUT brand be seamless and progressive, maintaining familiarity while infusing contemporary simplicity. The project began with the development of a new logo system, including an updated colour palette and the careful selection of supporting typography. From there, we extended the refreshed identity across various physical and digital touchpoints, including a new website, interior and exterior signage, menu designs, and beyond. The result is a revitalized brand for CHARCUT that stays true to its roots while embracing its evolution, capturing the essence of how the restaurant started, its origin story, and where it is today.

Featured in The Calgary Herald and Avenue Magazine