Designed at: Phase 3 
Role: Brand Lead


Anything worth doing is worth doing right. And anything worth experiencing is worth experiencing to its fullest. Enter Asheville Proper, the warm and welcoming dining affair with a flair for classic fare. With a wink and a nod towards traditional service paired with modern comfort, proprietors Mindi and chef Owen McGlynn open the door to live fire dining.

Nestled within the historic Grove Arcade, Asheville Proper embraces the idea that dining should be a feast for the senses. Celebrating the time-honored tradition of cooking over a live fire, surrounded by loved ones, Mindi and Owen hold a reverence for wholesome, genuine food that is properly prepared with time and attention.

The future of tradition.

The interior of the restaurant is a blend of Art Deco alongside modern comforts. With this balance of tradition and contemporary styling in mind, I approached this brand identity utilizing the art of hand-rendered script.

Crafting the identity by hand makes it truly unique, and harkens to the time where things took that extra bit of grit to create.

I explored a variety of script styles, from loose cursive to more calligraphy-inspired. The client loved the calligraphic style, so with a bit of refinement and the pairing of "ASHEVILLE" in a clean sans serif, we created a proper identity.



Pinkies up

Pulling inspiration from old sayings about proper etiquette, and treating them with a bit of cheekiness, we crafted messaging headlines that again married the traditional with a modern sense of humor.


Using Format