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The Identity Behind Stoic & Genuine

By Karsh Hagan | 

The Identity Behind Stoic & Genuine

The logo over Stoic & Geniune's front doors.

The organic curves of the logo mirror Union Station’s arch-topped windows and crown moulding within the space.

Stoic & Genuine, the new Seafood and Oyster Bar at the revitalized Denver Union Station, asked us to create their brand identity from start to finish.

The KH team collaborated with the restaurant team and architects to create an artful representation of the Stoic & Genuine experience through logo design, color, menus, coasters, the website and more—keeping the intimate and energetic feel of the restaurant in mind.

Branded menu and cards

Both the business cards and gift certificates were inspired by the traditional oyster tag of New England.

Karen Hofmeister, Senior Graphic Designer at Karsh Hagan, created the Stoic & Genuine logo and brand system. Inspired by the fresh and modern fare against the historic architecture of Union Station, the identity depicts an octopus wearing the trident as a crown.The organic curves of the logo mirror Union Station’s arch-topped windows and crown moulding within the space. The colors reflect the allure of the sea along with the rich wood, brick and metal within the restaurant.

Stoic & Genuine sustainably sources their oysters from both coasts and flies fresh seafood in daily…yep, you read that right…daily. That’s what inspired Dave Fymbo to create the fitting tag-line, “No ocean. No worries.”

View of the umbrellas with the logo on them in front of the square

Next time you’re at Union Station, look for the branded umbrellas behind the fountains.

The interactive team worked together to create the Stoic & Genuine website, focusing on the beauty and freshness of the food.

Throughout the branding process, the team kept the vibrant feel and the fresh fare in mind to create a cohesive and unique brand to represent the restaurant in the best way possible.

Our Photographer

Our photographer, Valerie Hawks, shooting before the crowds arrived for National Oyster Day

The Team

  • Dave Fymbo: Copywriter
  • Valerie Hawks: Photographer
  • Andrea Goodlin: Graphic Designer, Website
  • Andrew Baker: Senior Experience Developer
  • Darren Brickel: Associate Creative Director
  • Charlotte Isoline: VP, Creative & Brand Strategy
  • Karen Hofmeister: Senior Graphic Designer, Identity System

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