Eat Here Now

June 3, 2025

After years of experience with Big River Grille, restaurateur Rob Gentry decided to open up The Blue Plate – a modern take on a traditional diner. The fresh and creative menu was complemented by the sleek contemporary interiors designed by architect Roddy Creedon of Allied Architecture. Our team was tasked with developing a logo and identity design that captured the spirit of the place and the food.

Over a period 15 years we created brand design and marketing tools for Chattanooga’s metropolitan diner. As the restaurant grew and changed over the years, so did the branding. Our team designed strategies and messaging for digital, print, photography, interior design and so much more.

Early designs leaned heavily on typography, creating layouts that brought to mind neon signs, city streets, wax paper and diner marquees. When great photography of the food and drinks became available, they became part of the design language of the brand.

In later years, the designs evolved to a condensed version of the type on flat color with halftone patterns, always paired short and clever writing. This style followed the relaunch of The Blue Plate’s bar as a separate, sister establishment: Local 191. It used similar type and half tones, but with complimentary colors.

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

Next Level Baking

December 10, 2020

Next Level Baking

Grain Craft 2020 Ad Campaign

Widgets & Stone created a fresh look for the new Grain Craft ad campaign from late 2018 through 2019. The ads used the contrast of bright whites and colors against dark backgrounds to showcase the company’s many flours (as well as the products that the flours make). Along with presenting the products beautifully, the ads also stood out from the competition.

For the 2020 campaign the ads continued in a same vein, but began to focus more on the variety of products that Grain Craft flours can be part of – as well as to show some of the baking process. Designer Mark Slawson produced strikingly simple ads to communicate Grain Craft’s dedication to excellence.

The ads were translated to a variety of media, including print, digital and social.

Creative Director: Paul Rustand; Design Direction + Design: Mark Slawson; Writing: Jacob Biba; Photography: Dotson Commercial.

Living La Vida Local

November 26, 2019

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.

Love at First Sift

October 5, 2018

Graincraft Ad Campaign

Love that’s passed down

Graincraft is America’s largest independent miller of commercial flours. Because the company is made up of three great millers, Grain Craft actually has a 100 year history in the industry.

Widgets & Stone partnered with Grain Craft to develop the look and feel for a new ad campaign. With keen guidance from Grain Craft leadership, the creative team landed on designs and photography that bring their great products into view with contrast and depth.

“Just like a recipe that’s passed down with love from one generation to the other, there’s a shared passion for flour as it’s delivered from the hands of our farmers to our millers, and finally, to our bakers.”

Creative Direction: Paul Rustand; Design Direction: Liz Tapp; Art Direction & Design: Mark Slawson; Writing: Jacob Biba; Photography: Dotson Commercial.

Tasteful Print Design

June 1, 2017

Tasteful Print Design

TasteBuds Local Food Guide

From 2014 to 2017 the Widgets & Stone team designed the local food guide — a publication highlighting the Chattanooga region’s best farmers, restaurants, artisans and suppliers. Working with the wonderful team of content creators from Crabtree Farms, another practical guide has been produced to benefit the Scenic City’s food culture.

To good eating!

Click on photos to see larger images.

Creative Direction: Paul Rustand; Design Direction: Mandy Meredith; Design: Mark Slawson, Travis Hitchcock, Laura Michael, Liz Tapp, Ben Dicks, Amy Trumbull, Bryony Macintyre, Kerry O’Connor; Photography: Dotson Commercial & various photographers.

Dye Another Day

May 4, 2017

Dye Another Day

Econyl Natural Ads

Aquafil’s polymers and fibers are used in the manufacture of hundreds of products that meet the needs of a wide range of worldwide markets – corporate, industrial, travel, design and home.

Aquafil’s sustainable manufacturing processes produce fully regenerable nylon 6 – so every product that comprises one of Aquafil’s becomes a little more eco-friendly.

Widgets & Stone and 26 Tools developed these ads to showcase the new Econyl Natural product.

Creative Direction: Mandy Lamb; Design: Mandy Lamb, Paul Rustand; Writing: 26 Tools.

Change Your Colors

June 10, 2015

Change Your Colors

New look and feel for Aquafil USA

Aquafil was founded more than four decades ago and the Aquafil Group now spans eight countries on three continents, including here in the US as Aquafil USA.

Aquafil’s polymers and fibers are used in the manufacture of hundreds of products that meet the needs of a wide range of worldwide markets – corporate, industrial, travel, design and home. Aquafil’s sustainable manufacturing processes produce fully regenerable nylon 6 – so every product that comprises one of ours becomes a little more eco-friendly.

In an effort to bring their communications and promotional materials up to date, Brand Communications Coordinator Abby Dayton partnered with Widgets & Stone to create new collateral and advertising.

Mandy Meredith and Caleb Ludwick combined with Dotson Commercial photography to create a series of ads for Aquafil USA.

Art Direction & Design: Mandy Meredith; Writing: Caleb Ludwick; Photography: Dotson Commercial.

Couture Underfoot

February 17, 2014

Couture Underfoot

Amtico Ad Campaign

Since 1964, Amtico has grown to dominate the premium resilient flooring market, by creating a remarkable product portfolio of luxury vinyl tile — synonymous with luxury, unmistakable style, custom capabilities, exceptional service, and quality products. In 2012, Amtico became part of the Mannington Commercial family. Because of the heritage of the name, Mannington created the Amtico Collection, encompassing all Amtico products, as the premium line of LVT in its broad portfolio.

Widgets & Stone and 26 Tools worked under direction from Mannington Commercial to propose brand communications tactics and then create various brand communications tools for Amtico — including an ad campaign to communicate the following key values and personality:

“Beautiful craftsmanship in both form and function. The Amtico Collection appeals to people with a passion for design, who appreciate luxury and sophistication. Embodies sophistication and elegance with a European/British sensibility – smart and timeless style that, at times, even brings a modern edge. A true quality product, known for high performing materials and durability. An honest, genuine partner who will work collaboratively, with international savvy yet a commitment to bringing great customer service to every relationship.”

Creative Direction: Mandy Meredith; Design: Mandy Meredtih; Writing: Caleb Ludwick; Photography: Grant Dotson.