Tinys No. 5 is the second establishment of Tiny Boxwoods – a renowned upscale restaurant in Houston, TX. Nestled in the heart of Houston’s West University neighborhood, CRP helped the restaurant group by responding to a challenge they had faced since opening: how to create an ownable identity that differentiated the new concept to fit the surrounding community, while maintaining the prestige of the original Tiny Boxwoods brand.
Inspired by the restaurant’s location next to neighborhood baseball fields and the owner’s affinity for classic cars, CRP began by exploring vintage typefaces and illustration styles. In diving deeper into the historic references of the restaurant’s roots, we learned that the “No. 5” pays homage to an old general store that had strong roots in the community. The mid-century neon sign proudly displayed “JMH No. 5,” which established the lock-up inspiration for the Tinys No. 5 wordmark.
The new brand identity includes a custom lettered, hand-drawn wordmark that embodies the “Norman Rockwell” vibe of the community-centered restaurant. It lives beautifully within the Tiny Boxwoods brand architecture through shared secondary elements, such as color scheme, supporting typefaces, tone of voice, and photography style. Most importantly, the new logo solves the primary challenge: embracing the classic upscale nature of the parent brand, while adding a more casual, comfortable twist that fits perfectly into the neighborhood in which the restaurant resides.
Creative Retail Packaging
3131 Western Ave, Suite M501 Seattle, Washington 98121 US