A fresh look for the Arcade's 100th, with its character intact

The problem

The Arcade’s identity lives in the details: the famous sign, the distinctive room and generations of Memphis memories. The family-owned South Main spot welcomes people for breakfast, events and a taste of the city’s past. With the centennial coming up, the logo and website were due for a refresh, and the hard part was doing it without losing what makes the place recognizable. The site also had to work for someone on their phone trying to check the menu and find their way there.

What we did

We started with the sign, which shaped the new identity, and pulled the boomerang patterns from the interior into the website design. A history page gives the restaurant’s story room of its own. For people planning a visit, we added custom menu filters, mobile call and directions buttons, and links for reservations, event inquiries, online ordering and the gift shop. The identity then carried onto menus, signs, merchandise and anniversary pieces.

What changed

The Arcade headed into its second century with a refreshed look that still feels like the Arcade, from the menus and signs to the gift shop merchandise. On the site, people can check the menu, call, get directions or send an event inquiry right from their phone.