Modern Brand Identity Design for The Parkside Social
The Parkside Social
Brand Identity & Logo Design•Squarespace Website Design•Menu Design • Collateral • Signage
The Parkside Social is a classic American tavern with modern touches, located in Verona, New Jersey. To match the unique atmosphere of the location, I developed a comprehensive branding system that blends traditional American tavern elements with contemporary flair. The design inspiration was drawn from the interior design, guided by a mood board from the creative director. I carefully selected a color palette derived from the venue's interior choices and wallpaper, which contributed to a cohesive and inviting atmosphere. The playful incorporation of animal marks—such as a swan, deer, and squirrel—was a nod to the nearby landmark park in Verona, tying the brand name “Parkside” to the local environment.
For the logo suite, I created a primary logo, along with alternate versions featuring the animal marks to add variety and interest. A submark was also developed for smaller applications, ensuring versatility across different platforms. These logo formats were tailored to work well across both large exterior signage and smaller digital uses, such as social media icons.
The website I designed for The Parkside Social was built to enhance the customer experience, integrating online reservations through a third-party service, a menu display system that allowed staff to easily update offerings, and a rotating banner to highlight upcoming events. This made it easy for customers to stay informed and make reservations directly on the site, enhancing engagement with the tavern.
The client’s vision was to create a warm and welcoming atmosphere for the community while paying homage to the town's heritage. I presented a strong logo concept that captured this essence, which the client loved and approved. To ensure consistency across all touchpoints, I also designed a range of marketing materials, including menus for dinner, cocktails, brunch, and dessert, as well as promotional materials for special events.
In this project, my goal was to build a brand that felt grounded in its local community while offering a modern, sophisticated twist—just like the tavern itself.
