NoJo gets the mojo
When you’re a brand new restaurant concept, it’s best you come out cookin.’
Bringing an Idea to Life
With 2 culinary degrees from Johnson Wales and experience ranging from the Augusta National to the Argile Club, owner and chef J.D. Wier (nepotism), has very specific ideas around food. And, he had a very specific idea of what Noble Jones should be. We interpreted his idea of French and Southern, technique and feel, into what we called “High / Low” - a guiding principle that would become the crux of Nojo’s brand.
Agency Services
Brand Development
Content Creation
Collateral Design
Food Photography
Interactive Design
The Old “High / Low”
Following the lead of the proprietor’s approach to food, mixing high French and traditional Southern techniques and flavors, we created an identity with intentional accessibility, i.e., elegance meeting tropes and, in some cases, what would otherwise be considered mistakes.
Working with the Space
Working with the interior design team, we helped take the feel of the identity into the historic space Nojo would occcupy. Staying true to the “High / Low,” we hand painted the mural in the dining room, running off the wall space.
Food for Thought
Don’t know if you knew this, but old, cheesy romance novels make great names for badass liquor drinks. Think “The Gentle Rogue” or “Rocky Mountain Heat.” We came up with this naming parameter when we were most likely a few deep.
“Like a mullet in a tuxedo. I can dig it.”
— JD Wier, Owner & Head Chef
The Takeaway
Eclectic only begins to describe JD’s food. And JD.
More on like, our opinions man.
“Tastes better than it looks. And it looks pretty damn good.”
— John Robeson / Designer
“To reflect NoJo's varied styles and influences, we took an eclectic approach to its identity. The main logo is elegant, stable and classic, yet with an unexpected twist in its 'neon sign' stenciled style. Starting there, the brand references everything from romance novel typography to Chinese take-out menus, carving a niche for itself as the go-to eatery for a good time, a culinary adventure and cuisine of the highest caliber.”
— Rachel Baker / Designer
“Being able to have a part in helping NoJo come to life has been a blast! There is no doubt that Noble Jones will bring a vibrant twist to downtown, Augusta. Can't wait for opening day!”