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Tuckers was a popular, family-owned bar and restaurant on Long Beach Island serving beer, cocktails and good food to neighborhood residents and vacationers for over 20 years. The new owner is adding a second bar, a raw bar, a new dining room, vintage nautical decor, and re-opening under the name Tuckers Tavern. The new restaurant is rustic and comfortable, with a masculine, weathered feel
To attract the widest range of guests, the client wanted a logo that did not pigeonhole Tucker’s Tavern into a specific flavor. "The logo should communicate the feel of a classic American Tavern with a touch of Old England.” Then he presented an interesting mix of directives. On the one hand, the design should be simple, masculine and unadorned. However, his favorite design influence was a set of ornate, colorful letterforms which recalled a circus carnival.
Our creative brief took place via phone as our client was driving to the shore. Following online research and several discussions among the creative team, we struck upon the idea of wooden type - the kind of woodblock letters historically used for printing. It just felt right in so many ways, with simple letterforms that were at once rustic, flavorful and dimensional. After exploring wide-ranging fonts, we discovered a royalty-free trove of photos of vintage wooden letters, which we used to composite our initial designs. Another unique challenge was ensuring that the word “Tuckers” did not instantly recall another, very similar word that starts with the letter F. We explored variations in the fonts and letter sizes, and experimented with versions set in vintage type boxes. To get exactly the right look for the final version of the logo, we created three of the letters in Photoshop to match the other, photographic letters, and meticulously lightened and adjusted the colors of each. The client was a true creative collaborator in the design process.
The client loved both the idea and the execution. Within two minutes of emailing the final logo design, he called to say that “It's perfect! You knocked it out of the park.”