Project Description

Grand Central – formerly known as Grand Central Bar & Grill – is a 2-story upmarket casual chophouse and bar. An American concept popular with residents, shoppers & financial industry professionals, it offers East Coast cuisine. Specialising in steaks, seafood & American craft beers and premium wines, the ground floor offers more of a bar vibe, while the upper floor boasts a restaurant environment.

However, its original logo and branding were outdated, no longer reflected the concept. In need of a refresh, when approaching the logo refresh for Grand Central Bar & Grill, my team and I wanted to create a work-mark that would be sleeker to the eye, while still giving the bold impression of the previous typeface. Additionally, we wanted the new word-mark to be able to exist with or without the signage-inspired bounding box. In terms of colours, we were inspired by New York’s Grand Central Station.

The project featured new food & interior photography, a new a la carte menu, a bar menu, a happy hour menu & brunch menu as well as a new website with a welcoming tone of voice as part of the brand’s efforts to position itself as a community f&b destination.