North Fork Restaurant + Bar

DELIVERABLES

BRAND IDENTITY
BRAND GUIDELINES
SIGNATURE PATTERN
COASTERS
WINDOW SIGNAGE
MERCH

North Fork is the newest addition to the Mt. McKinley Princess Wilderness Lodge. Nestled in the shadow of Denali, the tallest mountain in North America, the restaurant boasts incredible mountain views and a warm, rustic atmosphere. The menu features creative dishes prepared daily from scratch using fresh, locally-sourced ingredients.

The restaurant gets its name from the north fork of Ruth Glacier, one of the routes climbers take to scale Denali. Its design lends a nod to the mountaineering heritage of Denali and celebrates the days when pioneers adventured to the state looking for fortune and instead discovered the infinite beauty of the Alaska wilderness.

For the client, Holland America Princess, EHD created a full brand identity system for the new restaurant.

The primary logo represents the bold spirt of adventure and the “onward and upward” mentality of the mountaineers who are drawn to Denali.

The color palette is neutral and warm to reflect the natural surroundings, and the typography is crisp and modern, yet understated. The spectacular view is the star of the show, the visual branding takes a back seat as a modern complement to the natural surroundings.

Alongside the logo, we developed a complete brand identity system including several logo variations, supporting design elements, and a geometric signature pattern. To support the new identity, we designed a booklet of brand guidelines, window signage, and merch for visiting tourists.