Stag & Stone: Brand Concept
Stag & Stone Steakhouse is a fictional steakhouse that began in the heart of Aberdeen, Scotland, a region renowned for its lush pastures and world-class Angus cattle. Established by a family of passionate butchers and restaurateurs, the steakhouse was born out of a commitment to celebrating the finest beef Scotland has to offer. Its name, inspired by the majestic stags roaming the Scottish Highlands and the enduring strength of the granite stones for which Aberdeen is famous, reflects its roots in tradition and quality. Over the years, Stag & Stone became a local institution, blending rustic charm with modern sophistication to create an unforgettable dining experience.
Now, the legacy of Stag & Stone is crossing the Atlantic, with its first American location in Chicago, Illinois. The steakhouse will import its signature cuts of Angus beef directly from Aberdeen, ensuring an authentic taste that embodies its Scottish heritage. Nestled in the bustling heart of Chicago, the new location promises to bring the same dedication to quality, flavor & atmosphere that made it a standout in Scotland. With its rich history and commitment to excellence, Stag & Stone is set to redefine upscale dining in the Windy City.
LOGO BRANDING
The logo is a timeless and sophisticated design that reflects the brand’s commitment to quality and heritage. The logo’s three-tone color palette—moss green, eggshell white, and mustard gold yellow—creates a harmonious and upscale visual identity. The green evokes the lush landscapes of Scotland, while the mustard gold introduces a subtle warmth and richness. Together, the colors establish a refined yet approachable aesthetic. The logo's text is the centerpiece, featuring the steakhouse name in a customized version of the Mixta Pro Family. This bespoke typography retains the font’s clean, modern lines while adding slight customizations to enhance its elegance and distinctiveness.
The boldness of the primary text in moss green is balanced by the smaller "STEAKHOUSE" text below, set in mustard gold to provide contrast and refinement. This minimalist approach, with its focus on typography and color, exudes confidence and sophistication. It reflects the steakhouse’s dedication to creating a premium dining experience while honoring its Scottish roots. The logo’s simplicity and balance make it both versatile and memorable, embodying the essence of Stag & Stone Steakhouse.
