Al’s Cafe has been a part of Elgin, Illinois history for over 70 years. Back in 1937, when it was the home of Burn’s Drugstore, they served customers the famous Burn’s Malts. Now Mr. Burns is long gone, but the Burn’s Malt has lived on at Al’s over the years, bringing in loyal returning customers and receiving rave reviews from guests. The problem is that Al’s has been facing a slower crowd since those glory days. As the suburbs have expanded with chain restaurants featuring trendy, modern interiors and branding, Al’s has fallen between the cracks. They’ve suffered from having an inconsistent and unwelcoming branding system.

To help Al’s reclaim their role in Elgin's community once again, I designed a new visual identity for Al's Cafe, featuring a strong logo mark, inviting bright colors, and fun patterns throughout all their touch points. 

Featured on We and the Color and Graphic Design Junction.