Brand Evolution for Oakmont
Oakmont was poised for its next chapter, ready to elevate its presence in the Flagstaff dining scene. With breathtaking views of the surrounding golf course and a logo that showed potential, the restaurant had a solid foundation but lacked the depth needed to establish a top notch brand experience. That’s where Bullhearted stepped in. Partnering with the Plated Projects team, we refined and expanded the brand, building a visual identity that matched Oakmont’s stunning setting. Here’s how we brought it all together.
Year
Client
Client Type
Location(s)
Services
2024
Plated Projects
FSR - Casual Dining
Flagstaff, AZ
Branding, Uniform/Merchandise, Verbal Identity, Visual Identity
Shifting the brand Strategy
Bullhearted was brought in to help bring clarity and cohesion to Oakmont’s existing brand, not by reinventing it, but by refining and completing what had been started. We approached the project with a light hand—preserving the heart of Oakmont’s visual identity while tightening the edges to create a more confident and usable brand system.
Our work focused on refining typography, color, and layout standards to make them more consistent and flexible across both digital and physical applications. We also extended the brand’s toolkit with a polished set of collateral templates, guidelines, and merchandising touchpoints that would help the concept scale smoothly across new locations. The result is a brand that feels rooted yet refreshed—true to its original vision, but built to last.
Approachable
Outdoorsy
Elevated
Restaurant brand identity Design
The original Oakmont identity was built around a simple yet effective logo: an oak leaf paired with a well-balanced typographic suite. The thin linework of the icon and the typography lent the design a distinctive character, making it a strong foundation to build upon.
One key area for improvement was the color palette. Bullhearted reimagined it to reflect the natural hues of Flagstaff’s flora, drawing inspiration from the subtle transitions of winter to spring and summer to autumn. This approach introduced a dynamic element to the logo, allowing it to evolve with the seasons while maintaining a sense of luxury and refinement.
To ensure versatility, we also developed color treatments optimized for dark and mid-tone backgrounds, creating a robust identity suite that performs seamlessly across any application. The result is an identity as enduring and adaptable as the oak leaf itself.
Restaurant brand identity guide
With the core logo refined and expanded, we turned our attention to the rest of Oakmont’s identity. A significant challenge was ensuring the logo worked seamlessly across various applications, particularly in smaller formats where the thin internal lines risked losing their impact. To address this, we created a suite of simplified logo options that maintained the design’s integrity without compromising clarity. This included a stacked version for limited horizontal spaces and a minimalist mark combining the oak leaf and the “O” letterform for versatile use.
These new logo adaptations, paired with typography, colors, and additional graphic elements, were organized into a comprehensive brand book. The guide opened with the brand’s strategic framework, outlining its Purpose and foundational principles, and continued with usage guidelines, color codes, and more to ensure adaptability across all scenarios.
To complement the logo, we selected a typeface suite that enhanced its design, balancing harmony with individuality. Each element worked together to build a refined identity that was functional, elegant, and versatile for Oakmont’s needs.
Restaurant marketing collateral design
The new brand identity found its stride across a suite of marketing and promotional touchpoints, designed to engage both golf enthusiasts and restaurant patrons alike.
We kicked things off with a reimagined whisky club kit. This welcome package, complete with an official membership card, served as a stunning debut for the refreshed identity. The kit showcased every facet of the brand’s evolution, from the striking new patterns to the carefully chosen typography and colors, delivering a premium, memorable experience.
Building on this momentum, we extended the brand to the golf course itself. Branded golf essentials like balls, tees, and divot tools brought the identity to life beyond the clubhouse. Apparel, golf umbrellas, and other items further reinforced Oakmont’s elevated aesthetic, effortlessly connecting the sophistication of the brand to the quality of the restaurant experience waiting just a few strokes away.
Project Recap
By transforming Oakmont’s logo into a fully realized visual language, we gave the Plated Projects team the tools they needed to elevate the brand to new heights. The updated identity seamlessly complemented the restaurant’s freshly renovated interiors, completing the revitalization of its guest experience.
To unify and energize the team, we introduced a new internal rallying cry: Double Eagle All Day. This mantra became a daily reminder of their shared values and commitment to delivering exceptional, consistent experiences for every guest.
With a reinvigorated brand, a motivated team, and a refined interior design, Oakmont now stands as a shining example of a restaurant in its prime—fresh, vibrant, and ready to impress.
“[They] captured the heart of my family and this brand that we have built for over a century. We look forward to continuing this tradition for years to come with a brand we love and believe in.”