Rebranding for Recognition & Recall.
Redefined the bar’s brand identity with a new logo and slogan to make it more memorable and boost customer recognition.
ASK: Make The Draft Room memorable and recognizable
CHALLENGE: People forget or confuse the name; branding inconsistent
INSIGHT: Strong identity + consistent visuals increases recognition and loyalty
SOLUTION: New logo, color palette, slogan, social posts, branded apparel
IMPACT: Higher name recall, consistent branding, better engagement
Ask.
Help The Draft Room stand out and become easily recognizable so customers remember the name and return frequently.
Challenge.
The bar struggles with low name recognition, with many customers forgetting or confusing “The Draft Room.” Inconsistent branding and social presence make it harder to stand out, and this issue is amplified by the neighboring Labatt House. Although the business is no longer operating, its large, prominent signage remains, and its close proximity makes the confusion understandable. Many patrons mistake it for The Draft Room or are unsure where to go.
Even upon arrival, the name itself can create unclear expectations about the experience. With outdated Labatt branding still dominating first impressions, the opportunity is clear. The Draft Room must outshine the noise. Stronger, cohesive branding will clarify the offering, cut through confusion, and establish a clear, memorable identity.
Insight.
Research Objective
Identify why customers frequently confuse “The Draft Room” with other names (e.g., “The Draft House” or “The Labatt House”), understand barriers to brand recognition, and uncover opportunities to strengthen the logo and brand identity to improve recall.
Finding #1
Patrons often misremember the bar’s name as “The Draft House,” “The Labatt House,” or other variations. The current logo emphasizes style over readability, and the name blends with generic bar imagery, making it hard to distinguish. Even loyal customers sometimes hesitate when recommending the bar, which reduces word-of-mouth referrals.
Insight #1
A logo and visual identity that clearly emphasize the unique name, “The Draft Room,” will improve recall and make the brand more memorable, reducing confusion with other establishments.
Methodology
Customer Surveys
Conducted surveys with current patrons and local residents to measure awareness, recall of the bar’s name, and associations with the current logo and branding.
Finding #2
Other branding touchpoints, like signage, menus, and social media, do not consistently reinforce the name. Customers see different visual cues across platforms, which compounds the confusion. Competitor bars with consistent, bold name presentation have much higher recognition and recall.
Insight #2
Consistent, prominent presentation of the brand name across all touchpoints — signage, digital platforms, menus, and promotional materials — is critical to establishing a strong, recognizable identity and building long-term awareness.
Overall Impact
By redesigning the logo for clarity, emphasizing the name across all brand touchpoints, and executing consistent promotional campaigns, “The Draft Room” will strengthen recognition, reduce confusion, and increase both word-of-mouth referrals and overall customer engagement.
Focus Groups
Held two small focus groups with frequent bar-goers to discuss perceptions of the brand, first impressions of the logo, and potential sources of confusion with other local bars.
Solution.
New Logo & Brand Direction
The new logo has a horizontal layout with a strong word mark paired with an icon featuring a silhouette of a buffalo and pint glasses, combining sports-bar energy and craft beer imagery.
The design communicates: draft beer, sports energy, community, quality food, and a welcoming neighborhood vibe.
The black-and-white palette is clean, bold, and versatile, working across signage, menus, and merchandise.
Typography is strong and vintage-inspired for readability and recognition.
This new staff shirt is designed to strengthen brand visibility and reinforce name recognition. By keeping the look consistent and recognizable, it helps customers easily identify our name at a glance.
Designed for both function and visibility, this glassware places our brand at the center of shared moments. Each use reinforces recognition and builds familiarity with our name.
Why this works.
The original branding of The Draft Room was confusing, outdated, and hard for customers to remember. The new logo combines a horizontal layout with a clean, strong wordmark and an icon featuring a silhouette of a buffalo and pint glasses, instantly communicating the restaurant’s identity. The design is simple, memorable, and bold, making it easy for guests to recognize and recall the name. The black and white palette keeps the look classic and versatile across all applications, from signage to menus. The updated typography and imagery reflect both the sports bar energy and the community-focused, vibe of the restaurant. Overall, the rebrand strengthens brand recognition and ensures The Draft Room stands out in a crowded market.
