HATCH’D STL REBRAND
Designing a cohesive digital + brand experience for a local restaurant
Led the redesign of the digital and brand experience for Hatch’d STL, a St. Louis-based brunch restaurant known for its playful and community-driven atmosphere.
The goal was to create a cohesive experience across web and social that reflected the restaurant’s personality while making it easy for customers to explore the menu, find information, and take action.
Overview
Hatchd STL Restaurant
Client
Approach
Focused on aligning brand expression with usability to create a clearer and more engaging experience.
Simplified navigation to prioritize key user actions (view menu, visit, order)
Refined visual identity (color, typography, imagery) to better reflect the brand personality
Designed a responsive website experience optimized for mobile and desktop
Created consistency across digital touchpoints (web + social)
Moved beyond a one-off redesign to create a cohesive brand system.
Defined visual rules for typography, color, and imagery
Established consistent layout patterns across pages
Created reusable components for web and social content
Ensured flexibility for future updates and growth
Problem
The existing experience lacked clarity, consistency, and alignment with the brand’s in-person energy.
Website navigation made it difficult to find key information (menu, location, hours)
Visual identity did not fully reflect the restaurant’s personality
No cohesive system across web and social touchpoints
Limited guidance for users to take action (visit, order, explore)
Impact
Improved both user experience and brand clarity.
Increased clarity in navigation and key actions
Strengthened brand consistency across digital touchpoints
Created a more engaging and recognizable online presence
Established a scalable foundation for future content and updates
