WorkGraphic Design

Paperwhite-Studio's brand refresh for Gene & Georgetti, a famous steakhouse in Chicago

Brooklyn-based Paperwhite-Studio has given a new lease of life to Gene & Georgetti, a traditional steakhouse in Chicago that has welcomed Frank Sinatra, Bob Hope, and Lucille Ball during its 80 years of business.

Written By:
Gene & Georgetti matchbox with illustrated figures in black and white, alongside branded business cards and a single match on a pale background

To build on its success and reputation, it challenged Paperwhite-Studio to refresh its brand to "honour the steakhouse's past and its seasoned regulars while attracting younger generations".

Founded in 1941, the classic old-time Chicago eatery is family-owned and boasts a wealth of regular customers, some going back more than 50 years. "We were inspired by the rich history of the restaurant and worked with the family to revive the brand by updating vintage graphic elements pairing them with modern, customised typography and illustrations," says the Studio.

Based in New York and Austria, Paperwhite-Studio specialises in branding for food and drink products, plus bars and restaurants. Other recent work includes an identity for Sweetfin and By CHLOE.

Gene & Georgetti logo in red text with "Chicago's steakhouse since 1941" underneath on a cream background with decorative corner elements
Four black and white illustrated waiters in suits carrying trays of food and drinks, shown in different poses representing the Gene & Georgetti brand refresh
A white reserved table card with red lettering on a burgundy surface, part of Gene & Georgetti's brand refresh by Paperwhite-Studio
Black and white photograph of three men in formal attire at a dining table, alongside a vintage-style illustration for Whiskey on the Rocks with the tagline "Gentlemen only
Left side shows Gene & Georgetti's new brand identity with red circular stamps and addresses; right side shows a black and white photograph of chefs working in a kitchen
Gene & Georgetti business card with red text on white surface, positioned on burgundy fabric against black background
Left: chef smiling whilst holding kitchen utensils; right: coasters featuring Gene & Georgetti branding with red logo and vintage illustration of waiter with serving tray
Black and white portrait of a man and woman, a colourful photo of four people dining together, and a neon sign for Gene & Georgetti steakhouse in Chicago
Gene & Georgetti brand refresh showing the old logo with decorative frame alongside new simplified wordmark, with a plated steak dish featuring greens and potatoes on the right
Open red menu folder for Gene & Georgetti displaying drinks menu on left and daily specials for C.A.B wet aged beef on right
Cocktail in a textured glass with ice and a cherry garnish beside Gene & Georgetti's burgundy and gold logo on red background
Share

Further Reading