Goose + Elder
Popular Cincinnati chef and restaurateur, Jose Salazar reached out to us to build a brand for his third concept, an approachable neighborhood restaurant across the street from Cincinnati’s historic Findlay Market.
The name, Goose & Elder, comes from the restaurant’s back-alley intersection of Goose Alley and Elder Street. The name served as the perfect point of inspiration as it is both highly functional and playfully evocative of a past era.
Salazar came to us with a fairly baked-out concept. The restaurant would serve as a sit-down option for market visitors and shoppers as well as an anchor for the surrounding neighborhood’s rapid development. The menu would feature approachable American classics alongside healthy and refreshing options.
Jose described his desired interior design palette as “mid-century Grandma.” With the name, menu, and interior sensibility locked-in, we were off to the races, chasing down brand identity concepts consistent with the themes. We settled on a territory influenced by mid-sixties electronics supported by custom illustrations, including a character lovingly called “The Elder Goose.” Along with lunch, brunch, bar, late night, and dinner menus, we designed a series of t-shirts, mugs, buttons, and totes.