From everything old comes something new. 

Inspired by the rich history of their flagship location, the Market Place Tavern rebrand embraces feelings of establishment with a deep reverence for the present moment.

Textured typography and collage is at the core of this brand identity, nodding to the historical documents that transformed this tavern from a jailhouse to a Litchfield dining staple. Layering images of Litchfield scenery, old maps, and documentation of the old jailhouse is done intentionally to resemble a personal collection of ideas and memories.

The colors within the brand are classic Americana with a dash of golden yellow, setting the perfect palette for a meetup with friends among burgers and a cocktails. The custom-textured logotype and supporting handwritten font also bring warmth into the brand in a way that feels personal and memorable.

Distinct badge work, inspired by a stamp on an old postcard from the jailhouse, signifies the two locations. Each badge is grounded in their location and established date, and used as an element of individuality between the two taverns.

Market Place Tavern’s brand voice pulls inspiration from the old jailhouse it’s situated in. “Take your time” is a riff on “Do your time”, encouraging customers to take their time and enjoy their dining experience, company, and environment. “A flame to follow”, as seen on the inside of the matchbook, nods to the old lanterns used to light the path inside the old jailhouse. 

All together, this system was designed out of respect for the rich history of Market Place Tavern’s flagship location while evoking nostalgia and a cozy sense of home.

Studio: Box 8 Creative
Photography: Monique Sourinho