Bixby's Restaurant first began as a sports bar, but they decided to change directions and rebrand as a fine dining establishment. Bixby's needed a fresh and elegant identity in order to reach their new target audience. New menus and uniforms were created in addition to a new logo to accomplish their goal of reaching and drawing in new customers.

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Bixby's proudly offers high-quality wine that is crafted in Northern Michigan. This played heavily into the redesign of both their logo and menu. The idea of bubbles from carbonated wines and champagnes inspired the design elements on their new menu. A simple, elegant line design wine glass was utilized in their logo as an interesting creative element to help resound the idea of a high-quality dining experience. This logo was used in both the service staff work shirts and management work shirts. It was also incorporated into aprons that can be worn by both wait staff and chefs, as well as on their paper carryout bags. A soft color palette of grey, muted gold, and plum was selected to give both an elegant impression and refers to the quality red and white wines that Bixby's offers their customers.