I had the amazing opportunity when a buddy from college, Greg, called me to tell me he bought my hometown’s staple diner from its previous owner, Gary, who had owned it for over 40 years. Greg used to work at the diner in college, as did a good portion of our friend group, so there was a lot of history there. Gary was planning on retiring to a beach somewhere, and he was constantly asked, “Where’s Gary?” So, he wanted to provide an answer visually.

The idea was to switch some things up with the branding, but we wanted to do it slowly, so we thought some merch would be a great way to start introducing a different brand language to his local, frequent patrons. He wanted to have fun with a bit of mischievousness sprinkled in there. What do you think?