LAB hatches a new brand for Silly Goose

Memphis restauranteur Daniel Masters is well-known for his bar concept, Silly Goose. In addition to Silly Goose, he also owns and operates Pasta di Strada, Pontotoc Lounge and Bar 409.

After 10 successful years, Silly Goose found itself in need of a brand refresh. Downtown Memphis has experienced an influx of new residents, and many more people are now working in the downtown core. To expand beyond Silly Goose’s loyal following of patrons, and reach a new coterie, Daniel Masters engaged LAB to refresh their brand and create a new brand.

We developed the tagline “Splendor in Indulgence” and “By Day and Night” to highlight the fairy-tale, otherworldliness proprietor Daniel Masters wished to convey.

LAB took cues from botanical prints and storybook fairytales from the 1920’s to make Silly Goose’s vision and brand come to life.

The new logo expresses the indulgence and playfulness Silly Goose is known for. The sun and moon on the lateral borders indicate the ‘Day to Night’ hours Silly Goose keeps.

With it’s refreshed brand and new logo, and expanded food menu, Silly Goose is destined to grown and reach a whole new following.