Living La Vida Local

Brand design for Localito 191

In 2011 Rob Gentry, owner of The Blue Plate (Chattanooga’s metropolitan diner), transformed part of his restaurant into a hard working bar, Local 191. But in 2019 Rob decided to spice things up with a pop-up restaurant concept showcasing Mexican food. Local 191 transformed into Localito 191.

Widgets & Stone created brand designs based on the interior decor designed by Stray Dog owners, Billy and Jane Pritchard. The design team also contributed mural and window art for the interiors. Advertising, print and web designs followed.

Localito 191 closed at the end of February, 2021 with Rob’s two other venues, The Blue Plate and ROBAR — due to several factors. Rob would open Hello Monty in late 2022 with his brother, Clay.

Creative Director: Paul Rustand; Designers: Travis Hitchcock, Stephanie Fast, Athene Ruiz, Liz Tapp; Photography: Graham Yelton.