Rebranding anything iconic is a stressful gig. The older it is the more sentimental value/baggage attached, making the sometimes overdue changes all the more difficult. When I saw that Tad Carpenter had recently updated his portfolio I came across his elegant and respectful rebranding of Harvey’s, an iconic restaurant that was opened almost exactly 100 years ago.
Harvey House Diner was a staple in Kansas City’s Union Station starting in 1914. The diner would greet thousands of travelers as they would arrive from all over the country by train at the historic Union Station. Fred Harvey’s original Harvey House has been long gone, but our new Harvey’s at Union Station is a nod to that historic diner. Despite almost 100 years between the two concepts opening their doors, both the new Harvey’s and the original share the same core values of quality food, quality service and quality company.
What I really like about this rebrand is the clean, simple take Tad took. Bold uses of black text and iconography help to enforce the iconic nature of the restaurant, really giving it a timeless quality. You wouldn’t guess by the branding that Harvey’s is 100 years old which to me is a good thing: you want to continually bring in fresh faces that will support the business.
I also really appreciate how well the menu is laid out. There’s a clear hierarchy to each of the sections, making it easy to figure out what you want to eat. The UX of a menu is often totally overlooked, but he totally nailed it.