Some brands have stories you can feel the moment you experience them. You step inside a restaurant or business steeped in history, and it’s almost like traveling back in time. The challenge for these legacy brands—whether it’s a family BBQ spot or a century-old diner—is how to bring their unique history to life in the digital world.
As a designer, I’ve had the privilege of working with brands like Corky’s BBQ and The Arcade Restaurant in Memphis—places that aren’t just businesses but local landmarks. When done right, thoughtful branding and web design can both honor history and elevate the future. The secret? Discovering the details that make these brands special and weaving them into modern digital touch points.
Finding What Makes a Brand Unique
Every historic business has stories to tell, details that set it apart. For me, design always starts with curiosity: What makes this brand special? What elements can we preserve and amplify to connect with people emotionally?
For example:
- Corky’s BBQ has been serving Memphis since 1984, and their original location features a mural made entirely of beer bottle caps—a small, quirky piece of character that stuck with me. Inspired by this, I designed an animated bottle-cap version of their logo for their eCommerce site. The final result feels fun, rustic, and totally authentic to who Corky’s is.
- For The Arcade Restaurant, Memphis’ oldest diner, it was all about its golden era—the 1950s. I took cues from their iconic Formica countertops with funky patterns and boomerang motifs and brought this retro energy into their website design. Visitors can see the digital nods to the era even before stepping through the door.
These details aren’t just visuals. They’re connections—to history, to place, and to people.
The Balance: Preserving Heritage While Moving Forward
The tricky part of working with historic brands is striking the right balance. Modernizing the digital experience can’t come at the cost of losing what makes the brand feel authentic. It’s about translating timeless character into design that feels fresh and functional.
For Corky’s BBQ, I leaned into a slightly rustic, charcoal wood-inspired look—something textured and classic that felt natural for a BBQ joint rooted in tradition. Meanwhile, Arcade Restaurant’s design incorporated mid-century colors, typography, and textures that mirrored its heyday. Both projects were built with one goal: to ensure that a digital visit felt as compelling and nostalgic as a real one.
Results That Honor the Past and Build the Future
These projects weren’t just about creating pretty websites—they had tangible results.
- Corky’s BBQ saw a massive increase in online orders for their mail-order BBQ. By updating their eCommerce experience, we helped a beloved Memphis staple reach BBQ fans across the country.
- Arcade Restaurant noticed a boost in travelers visiting and dining at their historic location—proof that a well-designed website can drive interest and tourism, even for a 100-year-old business.
The success of these projects comes down to one simple truth: People love stories. When a design brings out the character, quirks, and history of a brand, it doesn’t just attract customers—it creates lifelong fans.
The Insight: History and Modern Design Can Coexist
Working with historic brands has taught me that “updating” doesn’t mean “replacing.” When done thoughtfully, a new website or brand refresh can preserve what makes a business iconic while giving it the tools to grow.
If your business has history, my advice is simple:
- Look at the details that make your brand yours. The stories, the colors, the quirks.
- Don’t be afraid to bring those details into a modern design. Today’s customers love authenticity, and history gives your brand something no one else can replicate.
Let’s Tell Your Story
Whether your business is turning 10 or 100, it has stories waiting to be told. I specialize in turning those stories into compelling brands, websites, and design experiences that feel both timeless and modern.
If you’re ready to honor your past and build your future, let’s connect. I’d love to work with you to bring your brand’s character to life in a way that resonates for generations to come.
