tavern in the square

be there and be square

In just over 10 years, Tavern in the Square has grown from a single bar with a “college bro” vibe to a very successful group of nine restaurants located throughout Massachusetts (with more locations opening soon). As the restaurant group owners—and their guests—have become more discerning, the quality of the interiors, food, and drinks had consistently increased. But their overall branding remained an amateurish hodgepodge with a downscale look.

Tavern in the Square rebranding animation new logo
Tavern in the Square exterior sign
Tavern in the Square logo on glass
Redesigned Tavern in the Square menu
Redesigned Tavern in the Square homepage
Tavern in the Square exterior signage

Visual Dialogue was brought in to remake every aspect of the Tavern brand—starting with the logo, then menus, signage-wayfinding, uniforms, ads, website, and even interior artwork. By creating a thought-out system built around a square logo (which seems pretty obvious) along with consistent typefaces, color palette, photography, patterns, and secondary graphics, Tavern now has all the “ingredients” they need to succeed.

Tavern in the Square sign and open-to-the-outside bar
Tavern in the Square Lowell wall art

project credits