Rudy’s Market has been a beloved fixture in the Clarkston, MI community since 1933. Founded by Rudy and later acquired by Robert Esshaki and Chris Thomas in 1989, the market has kept its charm and iconic name intact throughout the years.
In 2020, the vision grew bolder. With the acquisition of the neighboring building, plans were unveiled to expand Rudy’s into a multi-restaurant destination, beginning with Rudy’s Prime. Nolan Creative Co. was tapped to bring this ambitious brand vision to life, leading the charge for the visual identity system, menus, marketing and more, with collaboration from Alex Saroki of Saroki Architecture.
Throughout the creative process it became clear that Rudy’s is a vital part of the Village of Clarkston community. We aimed to honor its history while creating a sexy, modern look.
"Rudy’s Prime will be Timeless, Sexy, and a Masterpiece."
— Robert Esshaki
While going through multiple variations of the creative direction, it we started to come back to how important its history was and wanted to find a way to honor the past. This led us to incorporate the building’s historic architecture as a central element in the logo.
This led us to incorporate the building’s historic architecture as a central element in the logo. The logo itself is a direct reflection of the heritage and history resembling exterior facade, encompassing “Rudy’s Prime”.
To extend this visual identity a variety of iterations to use in both large and small scale formats accompany to make the system scalable and versatile.
From the moment the new brand launched, we knew we were moving in the right direction. The feedback on social media was overwhelmingly positive, with comments praising everything from the fresh visual identity to the seamless blend of old and new. The strong engagement reinforced our belief that the brand resonated deeply with the community, solidifying our confidence in this new direction.
"Love, love this!!!"
"It is perfect...combines the old with the new"
"Love it! Modern take on a recognizable vintage facade!"
"Ummm looks so good"
"Very Classy!"
We explored various color schemes to capture the brand's essence, including bold, vibrant tones for a dynamic appeal and the classic “gold” look often associated with steakhouses. Ultimately, we chose a sleek black-and-white palette, complemented by an off-white “cement” shade. This combination is timeless, sexy, and ensures a stylish, enduring look.
As construction progresses, our partnership will dive deep into shaping every touchpoint of the brand. Together, we’ll craft everything from wayfinding signage and menus to business cards, website, and more. No detail will go overlooked as we work to ensure a cohesive brand experience that brings the vision of Rudy’s Prime to life.
