In the heart of Chattanooga’s West Village, Easy Bistro & Bar tells a story not just through its acclaimed cuisine, but also through its carefully considered identity design. Originally opened in 2005 as Easy Seafood by husband-and-wife team Erik and Amanda Niel, the restaurant began as a dream fulfilled. But after several successful years, the Niels realized it was time to evolve—expanding both the menu and the brand’s visual identity to reflect a broader culinary vision and a more refined dining experience.
The transition from Easy Seafood to Easy Bistro & Bar was more than a name change; it was a strategic shift that allowed Chef Erik Niel to draw more directly from his training in classical French and New Orleans cuisine. By adopting the framework of a traditional bistro, he could move beyond seafood to offer a seasonal, elegant, yet approachable menu that captured both Southern soul and French technique. The food became more versatile, dynamic, and true to the chef’s passion.
This evolution in cuisine demanded a parallel shift in atmosphere. A traditional bistro is warm, inviting, and comfortable—an ethos that Erik and Amanda extended into every element of the restaurant’s design.
Amanda Niel led the charge on redesigning the original location’s interior, creating a space that feels both elevated and intimate. The updated design emphasizes understated elegance: black-and-white treatments and historic tile floors pay homage to European bistros, while vintage green accents, antique mirrors, and minimalist settings create a calming, timeless environment.
Drawing the history of classic French bistro styles and the architecture of New Orleans, the visual identity of Easy Bistro & Bar was redesigned to reinforce its new direction. Every detail, from the typography to printed menus and signage, speaks to the restaurant’s elevated yet approachable personality.
This identity extended across all print materials and in-house branding, reflecting a seamless coherence between what diners see and what they experience. The design is meant to be timeless, allowing the warmth of the staff, the richness of the menu, and the charm of the space to take center stage.
Over time, the content and structure of the menus would need to be reimagined, and the design team worked with the chef’s vision to make the most effective solution.
When Easy Bistro moved to Chestnut Street, they carried over the same aesthetic sensibilities, but with a simpler, more accessible touch.
The Easy Bistro story is one where a vision and a visual identity worked together to set the table for a new era. Since 2008, the Niels, the restaurant and the identity have grown and adapted to become part of the local culture.
Creative Direction: Paul Rustand; Design: Brad Dicharry, Grant Dotson.