Challenge

Milwaukee’s first modern food hall took over space formerly occupied by Oriental Drugs—an iconic pharmacy, diner and “crossroads” for the city’s diverse downtown residents, artists and businesspeople. The new venue was in need of a brand that would carry on this legacy and bring new life back to the corner.

Solution

Our branding strategy was to capture the spirit of a place where the unique people and palates of Milwaukee intersect. The logo was designed to highlight the food hall’s iconic location and initials, all while matching the modern design of the interior space.

Impact

The restaurant opened to rave reviews and more diners discover—or rather re-discover—this gem every week, returning the corner to its former melting pot glory.

The new Crossroads Collective brand also won a Silver Addy for Best Logo in the 2019 statewide competition.

Decorative Lines

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