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.

From Vision to Reality

Design concepts for a boutique hotel

Vision Hospitality Group’s first one-of-a-kind hotel project is The Edwin. Steps from the historic Walnut Street Bridge (a symbol of the city’s robust urban renewal), The Edwin is also Chattanooga’s first luxury boutique hotel. This luxe 90-room newcomer proudly connects the area’s rich history of Southern hospitality with modern-day trends and cuisines.

Vision’s team has been building and managing hotels successfully for years – for all the top hotel brands in the country. But creating a hotel from scratch added a new responsibility: branding. While Vision worked with a premier hotel design and development firm to create the identity and branding, they still needed help connecting that identity to practical items like signage and print materials.

They asked Widgets & Stone to provide print and sign design concepts based on the ever-evolving hotel style – connecting the identity design to the quality of the hotel space and its planned level of service. The team elevated the designs by introducing vintage illustrations and gold foil stamping into the print production. Sign design concepts married both the architecture and the historical inspirations.

Creative Direction: Paul Rustand; Design: Brad Dicharry.