We partnered with Redondo Beach’s iconic Eat at Joe’s diner to bring a fresh perspective to a local landmark with a rebrand or refresh… whatever you choose to call it! With a history stretching back to the 1960s, the restaurant needed a thoughtful brand refresh that honored its legacy while feeling relevant to today’s guests.
Eat At Joes Rebrand
The Challenge
Eat at Joe’s is a beloved institution with decades of brand equity tied to its recognizable “Joe” logo and quirky local charm. But like any business, it needed to modernize in order to continue to capture the hearts of new guests. The challenge was to keep those irreplaceable elements while updating the brand to work across modern applications and reflect the evolving South Bay dining scene. At the same time, the interior needed a refresh that would feel inviting, updated and current, without losing the nostalgic character that longtime patrons treasure.
Our Approach
We developed a brand refresh that honored the existing logo while updating the supporting visual identity for use in digital and physical touchpoints. We leaned into some of the diners core menu items & catchphrases to created a set of fun graphics that work in todays market but don’t loose sight of it’s roots. For the interior, we carefully balanced preservation and innovation—keeping artifacts and memorabilia that embody the restaurant’s story, while layering in new design details. Collaborations with Pacific Stranded and other local artists brought in fresh artwork that celebrates Redondo’s surf, beach, and community culture.
Joes, being a family place, it was important to pay attention to our younger guests and make sure their experience at Joes is fun and memorable. From taking a picture with “Joe” to putting your art on the refrigerator we know Joes will offer up a dining experience they will cherish as part of their childhood.
The Result
The result is a revitalized Eat at Joe’s that feels both familiar and new. Guests still recognize the character and charm they’ve loved for generations, while experiencing a refreshed brand and environment that speaks to today’s coastal lifestyle. The update has positioned Eat at Joe’s to continue as a South Bay staple for decades to come—welcoming both longtime locals and a new wave of customers.
Services
- Categories Branding, Logo
Words From Our Client
“After taking over Eat at Joe’s, we knew it needed some updates, but we didn’t want to change what makes it special. Joe’s has been part of the South Bay since the 60’s, and Stellen Design totally got that. They gave us a refresh that feels like the same Joe’s everyone loves—just with a little extra care. We didn’t lose a single regular, and now we’re seeing new faces too.”
– Patrick Mescall, Owner
