The Mad Batter

Tasked with evaluating and revitalizing the brand identity of The Mad Batter, a charming restaurant and bed & breakfast in Cape May, New Jersey, I aimed to create a cohesive new logo, branding assets, and a website that honored the establishment’s unique character. To kick off the project, I conducted in-depth research into the existing brand, which was instrumental in developing a meaningful and eye-catching design. I explored the clever wordplay behind “Mad Hatter” and “Mad Batter,” drawing connections to the elements of Lewis Carroll’s Alice in Wonderland. This exploration not only inspired the logo design but also informed the overall branding assets. Through my research, I identified key themes that resonated with both the brand and the storybook, such as playfulness and a sense of wonder. I crafted a typographical logo that reflects the establishment’s identity as a family-friendly, family-owned business. The handwritten style of the typeface evokes feelings of comfort and home, while the playful offset letters introduce a touch of fun, and motion, perfectly aligning with the restaurant's welcoming atmosphere. By creating both typographical and pictorial elements, I expanded the visual identity beyond the logo type, enhancing the brand’s storytelling potential. Additionally, I honed my research skills, learning efficient methods to draw inspiration from existing narratives and turn them into unique design concepts, as exemplified by my interpretation of Alice in Wonderland.