Like a duck to water, we knew Buffalo would fall in love with Swan Street Diner as soon as it opened. Block Club was tasked with ensuring the brand experience matched the incredible food and the retro vibes of the new restaurant, located in a renovated 1930s Sterling Diner car in Larkinville. This project was a great opportunity to create an exciting, nostalgic brand from the ground up, and the simplicity of the car’s interior made the brand we developed truly pop. Playing off its namesake, we built the brand identity around an iconic vintage-inspired swan sporting a paper cap typically worn by yesteryear’s diner staff. The logo’s type treatment combines both script and a custom sturdy sans serif inspired by vintage signage and style of the car’s Deco era. The car’s original red dominates the Swan Street Diner color palette, incorporating a cozy and kitschy plaid pattern that is seen throughout menus, coffee cups and the website. Brand standards help the Swan Street Diner staff maintain a strong brand identity in everything they do.