Preston’s redefines the contemporary steakhouse by offering an upscale yet unpretentious, local-centric experience. Chef Charles Schwerd named the restaurant after his grandfather, a butcher, and patriarch of a proud lineage of meat packers. Nocturnal drew heavily on this family history to lend warmth and character to the brand and visual identity.

Actual family photos in vintage sepia tones are paired with mouthwatering food photography and presented amid a minimal stark white backdrop conveying the feeling of crisp butcher paper. Rich brown and warm red accent colors represent cooked and rare meats and a series of makers-mark-styled logos and icons give a nod to the handcrafted, artisan heritage that goes into every bite.

Nocturnal applied this graphic language to every consumer touchpoint of the brand including menus, promotional materials, advertising, web and social media, and more.