Greenleafs

Opened in 2014, Greenleaf’s pool hall is located in the iconic 1920s Residences at the John Marshall in downtown Richmond, Virginia. To revitalize the brand, a new design system was crafted to reflect the retro charm of the pool hall while paying homage to the building’s rich history. The updated identity strikes a balance between timeless elegance and modern flair, seamlessly integrating the past with the present.

Year

2018

Role

Greenleafs Pool Room

Service

Brand Identity

Identity System

The updated branding for Greenleaf’s embraces a polished design aesthetic that mirrors the character of the establishment. By cleverly merging the iconic pool ball motif with the ‘G’ from Greenleaf’s, the new logo offers a simple yet playful solution.The choice of Futura for the wordmark further enhances the brand’s connection to its 1920s roots, perfectly complementing its historic surroundings.

Branding

A brand book was created to define the new identity system, starting with a brief history of the establishment and its past branding. The book introduces updated guidelines for logo lockups, colors, and typography. Environmental elements like signage, menus, and coasters were also designed to extend the brand experience across key touchpoints.

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