CANDLELIGHT SOUTH REBRAND

Design Narrative

Candlelight South, a popular sports bar in St. Augustine, faced the task of revamping its brand while maintaining its original identity. With a sister venue in New York, aligning the two establishments presented a unique challenge. Additionally, the redesign aimed to modernize the brand to attract its target audience: middle-aged sports enthusiasts seeking a lively social experience. Catering to both locals and tourists, the design concept aimed to evoke a sense of home while fostering a fun atmosphere. Overcoming these challenges involved creating a new menu that balanced simplicity with detailed design elements and ensuring consistency with the brand’s established identity across both locations, all while keeping the target audience at the forefront of the redesign process..