Sweet Mel’s is a local bar & grill renowned for their must-try burgers, prominently featured in Zagat. Building on the restaurant’s eclectic blues memorabilia, 100-year-old building, and Southern charm, the rebrand meshes these ideas into its elements. The patterns, found on placemat menus, drink menus, and wrapping paper, are composed of early 20th-century illustrations and various labels, which are inspired by vinyl album stickers. The typography and copywritting reference various Southern signage and slogans.