Living La Vida Local

Brand design for Localito 191

In 2011 Rob Gentry, owner of The Blue Plate (Chattanooga’s metropolitan diner), transformed part of his restaurant into a hard working bar, Local 191. But in 2019 Rob decided to spice things up with a pop-up restaurant concept showcasing Mexican food. Local 191 transformed into Localito 191.

Widgets & Stone created brand designs based on the interior decor designed by Stray Dog owners, Billy and Jane Pritchard. The design team also contributed mural and window art for the interiors. Advertising, print and web designs followed.

ENJOY

Blue Plate / Local 191 shuttle wrap

Widgets & Stone has been working with Chattanooga’s metropolitan diner, The Blue Plate, for over a decade. The design team also helped develop the bar brand that grew out of the Blue Plate space in 2012: Local 191. As part of brand development, the design team has been involved in marketing efforts like billboards, advertisements, social media and email design. For fall of 2018 the Blue Plate and 191 experimented with a bus wrap on downtown Chattanooga’s free electric shuttle service.

The designs celebrate the personalities of each brand while still working together to create a cohesive wrap.

Your New Favorite Bar

Identity design for Local 191

In the summer of 2011, Rob Gentry (proprietor of the popular metropolitan diner The Blue Plate), closed part of his restaurant to renovate. He transformed the bar into a new entity called Local 191. 

Rob partnered with long-time design collaborator Widgets & Stone to develop a new identity for the bar — while still keeping it related to The Blue Plate.

The Local 191 name and design put a contemporary spin on a working class “members only” bar, while the identity and colors complemented the existing look and feel of The Blue Plate restaurant.