The Challenge:

The Point is a soon-to-be opening restaurant based in Indianapolis serving breakfast and brunch food you already love with the freshest ingredients. The owners wanted their patrons to feel at home and order food just the way they liked it. Otherwise, you’re missing the point.

The restaurant, housed in a building which was home to the Elbow Room for decades had a built-in structure to house a neon sign.  Our challenge was to create  a mark which would be eye-catching everywhere from printed menus and in-store signage, to eventually the outdoor neon sign.

    Early Concepts: