Hatch Projects

The Black Birch



Simplicity never goes away, never gets old, never seems tired. Simplicity is what makes the Black Birch so inviting. The reclaimed wood bar and tables, the 24 rotating draft lines, the classically influenced cocktails, and the superb comfort food are all equally made with care and the branding needed to match. Being involved with the process from the very beginning, the branding of the Birch had to be strong. Taking the cross cut of a black birch tree created a unique and different take on the logo representing the name and also the amount of reclaimed wood that was used in the interior design. We almost made the tagline “The Black Birch, We Like Wood”, but decided it wasn’t very appropriate. Having the tree be an illustration played with the fact that everything was made from scratch. I designed it in a way that it could be used as a stamp on all printed material. The tree icon and the typography lockup work seamlessly together as one but can also be used on their own and make just as much of an impact. 



Designed & Created

 Logo & brand identity | Menu design | Business cards | Gift certificates | T-shirt design |  Logo inspired hand made sign by local artist | Website design & development