Backstage Tavern, located in NYC’s Theater District, sought a rebrand to appeal to a younger audience while maintaining its classic charm. The project included refreshing the logo, redesigning the website, creating custom posters for different areas of the restaurant, and developing branded merchandise for tourists and staff.
About it.
I drew inspiration from Art Nouveau’s elegant lines and Broadway’s energetic atmosphere to craft a cohesive visual identity for Backstage Tavern. I modernized the logo and introduced playful “Star People” characters, drawing from the idea of Broadway stars, to give the brand a unique personality. For the different areas of the restaurant, I designed themed posters: a Broadway-inspired concept for the Green Room, a sports theme for the Main Floor, and whimsical “Star People” for the Rooftop. I also revamped the menus and created branded merchandise with slogans like “Dine Under the Stars,” ensuring the new identity was reflected across all touchpoints, including the website.