The Heyward

Branding

The restauranteurs behind The Heyward, located in Brooklyn’s hip Williamsburg enclave, approached us for an identity design that would mirror the tradition and class that they had brought to the cuisine and interior.

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The restaurant, named for Charleston native poet and writer Dubose Heyward, tips its hat to the style, recipes, and history of Dubose’s native South Carolina home, using produce, game, and seafood sourced from local farms along the coastline.

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The interior design is a blend of classic South Atlantic colonial married with post-industrial New York, stealing color palettes from the early coastal towns of the South, and the heavy steel, brick, and tile of 1910’s Brooklyn.

“Funkhaus was exceptional at taking our ideas and making them a reality. We have now used them on three separate projects and are continuously impressed with the creative abilities and service of this agency.”

In our early discovery sessions, we found ourselves diving into the history of Dubose’s hometown, the archive of his work, and the era he lived in. We kept stumbling across images of the palmetto, a palm native to the South Atlantic seaboard. Not only was it used in South Carolina’s state flag, but Dubose also used it in cover-art for his play Half Pint Flask.

Palmetto Palm Tree from the South Carolina coast.
Hand-done gold leafing on entrance

The Heyward logotype is a bold, “grunty” nod to the hardworking typefaces of the post-industrial age Dubose often wrote of. The “Y” is customized with a subtle wide curve that references the palmetto, and can be stamped into leather or applied to a facade using traditional techniques like gold foil. We paired the logo with supplemental fonts that offer diversity of type in application.

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To establish a “seal of quality” and a credential of heritage, we designed a crest with a palmetto trio as its central theme.

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“Funkhaus has really created something special for us.”

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Finally, the menus feature a custom palm pattern designed for print and interior application. The formatting of the menu type references the numbering one might find in one of Dubose’s Table of Contents.