Rebranding a (secret) Milwaukee landmark

How do you rebrand an iconic destination loved by locals and out-of-towners alike, without sacrificing its original charm?

When our client, The Marcus Corp., purchased the legendary Milwaukee landmark the SafeHouse last year, we were assigned this epic mission. The previous owner of the spy-themed restaurant and bar opened it nearly 50 years ago and had made minimal changes to its initial brand since.

While the one-of-a-kind restaurant concept didn’t change, the brand needed a significant refresh. This led to one of our most fun projects to date (and, of course, several spy-themed agency pun-offs).

From the restaurant’s logo, menus, and photography, to t-shirt designs, glassware, and even programming/event ideas, we touched almost every aspect of the SafeHouse’s new brand.

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Previous Logo

Previous Logo

Updated Logo

Updated Logo

New Menu

New Menu

New Menu

New T-Shirt Design

New T-Shirt Designs

New T-Shirt Design

Stop by the SafeHouse to check out the changes, including exciting new specials and events and an awesome new menu. Just make sure you know the secret password!