One restaurant brand across two locations, with its character intact

As South of Beale grew past its first spot on South Main, it needed a brand that could cover more than one location and still feel like SOB. We built a south-pointing identity with a stamp for each location, plus a mobile-first site with menus and Resy reservations.

Client: South of Beale
Industry: Restaurants
Services: Brand development, logo design, website design and development, digital menus, Resy integration

A south-pointing identityOne main mark, with passport-stamp versions for South Main and East Memphis.

Resy integrationReservations on a mobile-first site with digital menus and private dining.

The problem

South of Beale, or SOB, serves adventurous food and drinks in Memphis. As it grew beyond South Main, it needed a brand that worked for more than one location and a website that made checking the menu and booking a table easy on a phone.

What we did

The idea was in the name, a mark that points south. Passport-stamp versions gave South Main and East Memphis their own look while staying clearly SOB.

We built the site mobile-first. Color-coded labels mark vegan, vegetarian and gluten-free choices right on the menus. Resy handles table reservations, and private dining moved up front.

What changed

Both locations carry the same brand, each with a stamp of its own. Guests can find dishes that fit how they eat and reserve a table, right from their phone.