Heirloom was conceived as a casual neighborhood café-bistro offering up home cooked comfort food as a refreshing choice in a busy city. Popular for drop-in lunches, dinner dates and weekend brunches, it features a varied menu of classic favorites with just the right modern twists to make classic dishes worth rediscovering. An informal and inviting logotype and name treatment were developed to reflect the friendly atmosphere and classic approach to cuisine. The down-home feeling is present through all aspects of the branding, while an embracing of refined-minimalism in the identity help to keep this throw-back modern and relevant.