James Avenue Pumphouse

James Avenue Pumphouse is a new restaurant located in the heart of historic downtown Winnipeg. The goal was to create a brand identity that reflects the rich heritage of the area while appealing to a modern dining audience. The branding needed to feel authentic, memorable, and versatile across digital and physical touchpoints.

Role: Sr. Graphic Designer

Tools: Illustrator, Photoshop

Objective

Develop a cohesive brand identity and logo that:

Captures the essence of Winnipeg’s historic downtown.
Communicates sophistication and warmth for a dining experience.
Works seamlessly across signage, menus, social media, and merchandise.

Design Challenge

Balancing heritage and modernity: The design needed to honor the historic roots without feeling dated.
Ensuring scalability: The logo had to look great on large signage and small digital icons.
Creating a distinctive identity in a competitive restaurant market.

Research & Inspiration

Historic Elements: Studied architectural details and industrial motifs from Winnipeg’s downtown.
Color Palette: Drew inspiration from warm brick tones and metallic accents found in heritage buildings.
Typography: Explored typefaces that evoke strength and elegance, reflecting the restaurant’s character.

Design Process

Mood Boards: Compiled visual references to define tone and style.
Sketching & Iteration: Developed multiple logo concepts focusing on industrial and heritage cues.
Refinement: Selected a design featuring bold typography and a subtle emblem inspired by pump machinery.
Brand System: Extended the identity into color palette, typography guidelines, and usage rules.

Final Deliverables

Logo: A strong wordmark paired with a minimal emblem symbolizing the pump mechanism, representing both history and movement.
Color Palette: Warm earth tones with deep charcoal for contrast.
Applications: Menus, signage, social media templates, restaurant decor and merchandise mock-ups.

Impact

Delivered a brand identity that resonates with the local community and visitors.
Created a versatile system that supports marketing and future expansion.
Positive feedback from stakeholders on the balance of heritage and modern appeal.

Takeaways

Context Matters: Understanding the cultural and historical backdrop enriched the design.
Versatility is Key: Designing for multiple touchpoints ensures brand consistency.
Storytelling Through Design: A strong narrative behind the logo makes the brand memorable.