LEGACY ON THE LAKE

The Oaks, a longstanding staple of Chippewa Lake since the 1800s, offers fine dining, a picturesque venue, and scenery worthy of Architectural Digest. However, its branding hadn’t evolved with its audience. The existing identity felt outdated, defined by overly traditional logos, mismatched copy, and a muted color palette that clashed with modern wedding photography and marketing visuals. The brand lacked cohesion, vibrancy, and a clear tone, making it difficult to connect with younger visitors while still honoring its heritage.

After speaking with the owner, it became clear that the goal was to strike a balance: preserve The Oaks’ vintage charm while refreshing its appeal for a younger audience. I began by reimagining the brand’s core elements, starting with typography. I chose a typeface with open spacing, subtly reminiscent of the branching structure of oak trees, and designed a new logo that featured oak leaves as a background motif to add texture and depth. The color palette was modernized by retaining the restaurant’s original salmon tone and introducing a vibrant seafoam green for contrast. Layered graphic elements added visual interest without overwhelming the design. This refreshed identity was rolled out across menus, signage, and marketing collateral. Menus were printed on off white paper to ensure readability for the restaurant’s older clientele, with accessibility guiding every design choice. To support their sustainability efforts and enhance the customer experience, I also introduced QR code table cards for digital menus and event details; an update that aligned perfectly with The Oaks’ “Keep Chippewa Lake Green” ethos. For larger events, bolder color schemes and layered treatments brought energy and cohesion to the brand experience.

The rebrand was met with enthusiasm and approval from the owner and community. The Oaks now has a visual identity that feels both rooted and renewed, celebrating its historic legacy while inviting in a new generation of guests. The addition of QR codes was particularly well received, reinforcing the brand’s sustainability message while modernizing the dining experience. The refreshed look brought clarity, character, and vibrancy to every customer touchpoint, setting the stage for future growth.

This mini project emphasized the importance of balancing heritage with evolution. Thoughtful updates can honor a legacy while making space for new audiences. It also reinforced the value of listening closely—not just to client requests, but to the underlying spirit of a brand. Picking up on The Oaks’ commitment to sustainability allowed me to introduce the QR code system, a last-minute addition that was enthusiastically embraced and praised by the team. Designing with accessibility and intention made all the difference.