Joey Nova’s is a family-owned, New York-style restaurant that’s been serving the Tonka Bay community for over 20 years. This rebrand project focused on refining their identity through mind mapping, sketching, and competitor research, ultimately introducing a bear mascot to capture the restaurant’s warm, rustic charm. Collateral mockups helped bring the new brand to life, showcasing its versatility across menus, signage, and more

Bringing new life to the brand came with the introduction of the bear—Joey. This character adds a playful twist to the restaurant’s traditional design. It helps distinguish Joey Nova’s from nearby competitors that lack a strong, personal brand identity. By leaning into a mascot, the rebrand brings warmth, personality, and a memorable face to the name.