Sage Restaurant and Lounge

Restaurant Branding Infused With Sage Advice

Logo for Sage Restaurant Lounge on a green background

We partnered with Sage to create a restaurant brand unlike anything Fredericksburg, Texas has seen before.

Top-down view of three glasses of pink, orange, and clear beverages garnished with citrus slices and herbs on a white surface.

The Visuals

Sage sits in the heart of a central Texas tourist town that brings in visitors from across the state. To grab the attention of travelers from Austin and Houston, we designed visuals for this restaurant branding project that felt luxe and memorable.

A glass of pink grapefruit juice with ice and grapefruit slices inside, with a halved grapefruit on the table, against a dark background.
A dimly lit dining area with a large black and gold hanging lamp above a round table surrounded by velvet chairs. A floral mural with large red and black flowers decorates the dark wall in the background. Sunlight streams through a window, casting sh
Close-up of a gourmet open-faced sandwich with cooked minced beef, a poached egg, and chopped green onions on toasted bread, served on a wooden board with roasted cherry tomatoes and grilled vegetables.
People enjoying drinks at a patio table with wine and cocktails, outdoors, with a fountain in the background.
A black bowl filled with figs and apples sits on an outdoor table with a light-colored surface. One fig is cut in half, revealing its pink interior with seeds.
A person's hand placing a roasted red pepper into a white bowl with pickled vegetables, with a black slate plate of roasted vegetables and vegetables in the background.

The moody restaurant brand stands out in a town where aesthetics veer more country chic than country club.

Top-down view of a beverage with ice cubes, a small jar with cucumber slices and mint leaves, and two coasters, one green and one beige, on a light-colored surface with shadows.

The Voice

Sage is a destination for socialites and tastemakers. To appeal to such an astute audience, we knew we Sage’s voice would play a big role & finding the right language would be key — language that is as witty as it is sophisticated, as sharp as it is welcoming.

Glass of water on a wooden shelf with the logo of Sage A&G restaurant and lounge visible in the background.
Close-up of a potted succulent plant with green, spotted leaves on a light surface.
A splash of red liquid from a small glass container with cherries, a glass with an orange drink and orange peel garnish, a bottle of soda water, and a crystal glass on a table outdoors.
A brown paper box with a white label that reads "Always order dessert" from Sage Restaurant and Lounge, next to a person holding a glass of orange-colored drink with a popsicle on a stick, outdoors with palm trees casting shadows on the wall.

Branded touchpoints, from menus to invitations, are infused with sage advice, which delights its audience at every turn.

Two menu pages on a white background with red and green text, placed on a brown surface. The menu includes sections for snacks, salads, cocktails, beverages, and wine.

Before we defined Sage’s restaurant brand voice, their team had a tendency to lean hyper formal. While Sage is a high-end restaurant, its clientele is looking for a trendy lounge, not an old-school, proper restaurant. Now, with clear voice direction, Sage is able to channel a hip yet sophisticated tone, which speaks to its audience and aligns with its overall brand identity. 

Two cardboard boxes with labels on green background. The left box label says "TIME TO GO?" with a subtitle "AT LEAST TAKE A COCKTAIL." The right box label says "STEP INSIDE & STAY AWHILE." and shows the letters SAGE and AGE in white and gray fonts, indicating sage and age.
An outdoor patio area with a beige sofa, black chairs, and a dining table under a wooden pergola attached to a house with stone walls, set during sunset with trees in the background.
A table filled with various foods including fruit, pastries, waffles, and drinks, with a woman standing nearby holding a glass of red wine.

The Experience 

The brand voice and visual identity work together to build a holistic brand personality experience for everyone who comes in contact with Sage, whether it be on social media or inside the restaurant itself. 

Original photography is essential to capturing the true space, and garners four times the engagement of stock photos. The investment pays for itself, as this content will be used across digital platforms and in print collateral for many months to come.

A still life setup with a sliced orange, a sprig of rosemary, a clear water bottle, a bottle of rosé wine, a copper cocktail strainer, a mixing tin, a copper cocktail shaker, and a copper spoon, all arranged on a white surface with a pink-striped clo
A burning flame inside a black outdoor lantern mounted on a wall during dusk.
A woman in a leopard print dress smiling while holding a green bottle, and another person extends a drink with a lemon garnish towards her during an outdoor gathering.
A group of four people having a celebration dinner at a restaurant table, with food, drinks, and candles, viewed from an overhead perspective.
A black plate with three waffle pieces drizzled with white sauce and dusted with powdered sugar, garnished with a grilled half-orange, held in someone's hands, next to a glass of red drink with a straw, in an outdoor setting.
Interior of a room with dark walls featuring a small round table, beige upholstered chairs with gold legs, a fireplace, and decorative items such as tall vases, candles, and a potted orchid on a built-in shelf.

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A split image with a beige background on the left side displaying the logo for Sage Restaurant Lounge, and on the right side, a hand holding a glass with a reddish-brown beverage garnished with a sprig of sage, with steam rising from the drink.

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