A table filled with various dishes including oysters on ice, a colorful salad, a seafood plate with shrimp and sauce, a pepper and cheese dish, a roll cake, a citrus salad, grilled peppers, and a pizza.
Logo with the word 'thankful' in cursive, and 'St. Helena | Napa Valley' in small capital letters underneath.
Charlie's Napa Valley in St. Helena, CA

Visual Identity, Collateral Design, Web Design, Signage, Uniform Selection

Charlie’s Napa Valley is the latest venture from the mind of Chef Elliot Bell, a veteran to the Napa Valley restaurant scene with a tenure at The French Laundry under his belt.

A meal with mashed potatoes, black gravy, fried chicken, waffles with syrup, a fruit parfait, a glass of orange juice, and coffee mug on a wooden table. Two people are partially visible, one holding a coffee mug and the other serving fruit parfait.
Line drawings of various foods and drinks, including vegetables, a lemon wedge, salami, and a bottle of wine with a glass, along with a truck.

Our Approach

RAY designed a reimagined logo for this concept, hand-drawn by our team, along with a full suite of new illustrations to boot. This logo 2.0 was made to complement the existing visual identity for Charlie’s, and coexist on the signage, menu and web design, and a collection of restaurant collateral and swag.

A serving of French fries in a white bowl, a metal cup of ketchup, a cocktail drink with green olives and a cocktail pick, all on a marble surface.

California Comfort

The brand’s refreshed iteration is playful and ever Californian, incorporating custom illustrations of everything from local produce to bottles of hot sauce. The result was a brand identity that feels just as comfortable accompanying a fried chicken sandwich as it does a glass of fine wine.

“Working with RAY has been wonderful. We wanted  to work with a team that understood our local community and was able to understand the look and feel we wanted to portray to them, and the RAY team has done exactly that.”

- ELLIOT BELL, Owner & Executive Chef

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