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1923 Restaurant Group Visual Identity System

The 1923 Restaurant Group is the parent company to some of the best restaurants in LA and Orange County (El CholoThe Cannery), and we were so happy to get to work with their team again on their visual identity system (check out our work on their brand new Newport Harbor restaurant, Louie’s.) The goal of the project was to create a visual identity that reflected the heritage and quality of the company who has been family owned and operated since 1923 with their first restaurant El Cholo in Los Angeles. Something that could live at home at the bottom of the individual restaurants and play well with each restaurants unique voice.

Creative Direction
and Design

Amy Hood


Bea Morgan


— Logo System with Secondary Marks
— Stationery Suite

1923 Restaurant Group business card in red on a table with the shadow of a plant

Here’s a look at some of the initially presented concepts that ended up on the cutting room floor. We generally present three unique logo concepts based on the goals (aesthetic and business) we agree upon in our discovery phase (the getting to know you process), built out from wordmark, icon, favicon, and secondary marks, to show versatility in all usage scenarios. The client then chooses their favorite option to move forward with and provides edits/revisions if there are any.

More of a good thing

Creepy gif from The Simpsons of homer patting couch, telling you to come and sit

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