Rob Gentry, owner and founder of The Blue Plate metropolitan diner, felt that the restaurant’s bar was not reaching its potential. He decided to physically separate the space from the more family-friendly Blue Plate, redesign it and rebrand it as its own separate entity.

As a longtime partner in branding and marketing for The Blue Plate, Rob asked us to help create the identity of the bar. And Local 191 was born out of that collaboration.

The idea for the new bar grew out of making a small, comfortable spot for regulars and the community to gather. For the creative team, this brought to mind the old unions and guilds of the past — for electricians, plumbers, or woodworkers — a nice private gathering place for those in the know. From this inspiration the idea of the name “Local-something” was born. “Local 191” came from the place itself: the address, 191 Chestnut Street.

From 2012 to 2019 we designed the brand for multiple media and platforms: digital, interior graphics and signage, marketing and advertising, print collateral and merchandise. We collaborated on writing and photography to create a distinct and memorable personality for Local 191.

The personality was expressed through lighthearted and witty writing, supplied by our partner Caleb Ludwick of 26 Tools. Short and to the point, the messaging reflected the practical and accessible attitude of Local 191.

Photographers Grant Dotson and Graham Yelton added depth and color to the identity by showing off the space and the food and drinks.

In 2019, Local 191 gave way to a new Mexican inspired pop-up concept that Rob Gentry wanted to experiment with, and Localito 191 was born.

Creative Direction: Paul Rustand; Design: Brad Dicharry, Travis Hitchcock, Mark Slawson, Liz Tapp, Virginia Brooks, Stephanie Fast; Photography: Dotson Commercial, Graham Yelton; Writing: Caleb Ludwick.