Food Focused on Friends, Family, and Community.

Freddy J’s Bar + Kitchen is a new, family-owned and operated restaurant in the May’s Landing area of New Jersey. The Kneble’s family came to Go Media looking for a brand identity that felt friendly, approachable, and family-focused. They wanted to honor the historical feeling of the area while giving it a modern take and allowing the brand to withstand changes over time. Freddy J’s food menu focuses on elevated meals and high-quality barbecue. Their goal is for Freddy J’s to become a community spot where friends and family can gather to participate in trivia, karaoke, and other events. 

Our plan was to create a brand that is timeless, approachable for people of all ages and will be recognized in the community for years to come. Taking inspiration from diners and dives alike, we added modern touches to classic design to give Freddy J’s a look that will stand the test of time. For the logo, we created a custom script and paired it with clean typography and other graphical elements which allowed us to create multiple variations of the logo for different use cases. We used food illustrations with a sketchy, handmade quality throughout the design system to make the brand feel friendly and accessible. We kept the menus simple, clean, and utilitarian — we wanted to achieve the feeling of a dive diner while still having a sophisticated and friendly appeal. Merchandise was inspired by souvenir shops and work uniforms as an advertisement and a memento for customers. The end result is a brand identity that honors the spirit of Freddy J’s and will grow and evolve with the restaurant for years to come.