Bland. Expected. Fleeting. These are words that no brand finds ideal. In what way can these be avoided? The Little Octart teaches us how to dougie.

Even a fresh brand may quickly lose its spark through constant repetition in usage. What reason is there to eat at the Westside Yeah! Burger if the Highlands Yeah! Burger is different only by location?

Our neighbors, The Little Tart Bakeshop and Octane Coffee, shows us the solution is simple.

It is obvious that location plays an unmistakable role. Since the space is tucked away behind a larger and more prominent restaurant, large typography, an element that is similarly used at the original location, was recently painted to help distinguish the restaurant even from a distance.

Photo by David Marcel

By retaining distinct elements of their brand but applying them in a discordant and meaningful manner, Octane in Grant Park is able to evoke its own unique personality from its elder counterpart.

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