The design solution resists the urge of literal symbolic interpretations, such as the fleur de lis or the Scottish coat of arms, and focuses instead on incorporating a minimal and elegant look and feel.

The identity package rests on a bespoke font for the branding and two colors: burgundy and forest green—colors often associated with the visuals of the coutryside of France and Scotland.

The use of the phrase “Established 1295” in the signage and menu presents an unanswered question for the guest to ask their server: What exactly was established in 1295? This provides an opportunity for branding to transition from paper to person in a face to face conversation.

Guests to the Auld Alliance are met at the entrance with a larger-than-life-size sign backlit and framed in walnut. The brand name comprises hand-crafted prismatic letters leafed in gold and set against a forest-green fabric.

Identity system, entrance sign, collateral materials, and tableware.

Matt Adams and Micheal Mahaffey, Tiny Giant

Steven Burke, Visual Impact Studios