Union Hall Restaurant Branding
American Fare Dining Full of Small Town Flavor
Journeyman Distillery opened a new location complete with a second distillery, a whiskey garden, a brewery, and a slew of food and fun offerings in Valparaiso, Indiana. A major milestone for this family-owned business, Journeyman came to us for standout branding for Union Hall, an American fare restaurant at the center of their epic new venue.
Branding Project Scope
About Union Hall
Located in downtown Valparaiso, Indiana, this American fare restaurant was launched  in 2023 with the opening of Journeyman’s carefully restored and renovated American Factory location.
In a building once home to at least 15 manufacturing operations dating back to the mid-1800s, Union Hall and its branding honor important history—one of factory workers, the labor unions that supported them, and the small town communities like Valpo that were strengthened in that wake.
Logos
The primary Union Hall logo is a custom monogram-and-wordmark combo that evokes heritage and premium quality. We also developed secondary seals that celebrate Union Hall’s roots and selling points.
Brand Tone + Visual Language
Colors, typography, and illustrations were inspired by old union posters, vintage sign painting of the early 1900s, and other classic Americana.
Colors
Typography
Icons + Illustrations
Brand Guide
A simplified brand rule book was developed for their in-house team—just enough to launch with confidence—including sample headlines and key messaging.
