GATHER 22
Gather 22 is a multi-faceted restaurant, bar, and coffee shop in Indianapolis. After living in some of the nation’s largest cities, the founders returned to Indianapolis with the vision of creating a gathering place that blends the gastronomic innovation of big cities with Midwestern approachability and hospitality. Fireside was involved from the very beginning—engaging with Indianapolis locals, defining the brand’s story, and establishing its unique positioning. Ultimately, we brought the brand identity to life with a toolkit as diverse and vibrant as the food and drinks served at Gather 22.
Challenge
Transform the founders' vision into a strategically grounded brand concept and positioning strategy. Create a distinctive identity, unlike anything Indianapolis has seen, that adapts seamlessly to the diverse facets of the Gather 22 experience.
Solution
Speak to and survey the surrounding areas to find what they think the community is missing. Develop a concept inspired by the rich history of how food and drinks bring people together. Let the owner's personalities shine through the brand while keeping it cohesive and well-defined.
inspired by the places we love to visit, but built for the place where we love to live
The Gather 22 logo is an abstract representation of people gathering around a table for a meal. The simplified marks reflect ancient marks tapping into the brand's core focus on celebrating the history of gathering. The logo can flex to different sizes and shapes; this identity flexibility helps represent the gathering type flexibility in the space itself.
The brand’s vibrant color palette introduces a joyful, unexpected energy to the neighborhood. With rich textures, patterns, colors, and icons, the brand gains depth and versatility. The adaptable toolkit keeps the experience dynamic and engaging, ensuring the assets always feel fresh and never static.
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