Haymaker Identity

Stitch Design Co. designed Haymaker Identity. Haymaker Restaurant brings locally inspired and seasonal food to the Charlotte, North Carolina. Chef William Dissen´s concept blends modern design with rustic Appalachian spirit. Naming options were presented that explored the duality of the restaurant concept: a modern building that houses the traditional food culture of Appalachia. Using the two definitions of the word Haymaker, an eclectic mix of farming and boxing imagery and illustrations were used throughout the identity.

Throughout the Haymaker experience, every detail was carefully considered, from merchandise to matchbooks and everything in between. An eclectic mix of marks and taglines are applied to restaurant materials, such as drink stirs, coasters and to-go bags, creating a thoughtful dining experience. The print identity uses a range of papers and materials to reflect the eclectic and welcoming nature of the restaurant. The design and development of the Haymaker website celebrates the dedication to their craft and mission to bring awareness to the Appalachia foodways. The brand identity translated seamlessly to the physical environment through paint selections, materials and signage.