South of Beale (or SOB, as it’s affectionately known) has long been a favorite in Memphis’s South Main Arts District. Owned by Ed and Brittany Cabiago, SOB has built a reputation for its inventive menu and welcoming atmosphere, becoming a go-to spot for locals and visitors alike. When they expanded to East Memphis and upgraded their Downtown location to a beautifully renovated historic building, it was the perfect time to reimagine their brand and online presence.
SOB faced a challenge: How do you evolve a beloved brand without losing its original charm? Their identity needed to reflect their growth while staying true to their creative, approachable vibe. It was also essential to create a website that would feel as intuitive and engaging as the dining experience itself—especially for mobile users.
Approaching this as a designer, I wanted to create a visual language that would feel fresh yet familiar. The new logo is modern and upscale, with a subtle nod to the restaurant’s name through a clever directional mark pointing south. For an extra touch of personality, I designed a playful set of “passport stamp” logos for the South Main and East Memphis locations, highlighting SOB’s dual home bases in the city.
For the website, the focus was on usability and style. Menus are color-coded for vegan, vegetarian, and gluten-free options, making it easy for diners to find what they’re looking for. The site integrates seamlessly with Resy for reservations and features private dining options for both locations. It’s all built with mobile users in mind, ensuring a smooth experience from start to finish.
Helping SOB tell their story in this next chapter has been a rewarding challenge, and I’m thrilled to see them thrive in Memphis’s culinary scene. I designed this website and branding package in 2020 while I was Co-Founder of LAB Digital Creative, before beginning an independent design practice in early 2025.
