Butcher & Brew
A Craft American Shop.
Located in Alpharetta, GA, Butcher & Brew is an upscale gastropub featuring a chef-curated menu and an eclectic selection of craft beer and spirits. I led the brand’s visual presence across social media, photography, print and digital collateral, and seasonal campaigns, creating guest-facing touchpoints that reflected the restaurant’s atmosphere and local identity.
Scope
Creative Direction
Campaign Design
Social Content
Photography + Video
Print Collateral
Social Content System
A flexible social content system created to rebuild and strengthen Butcher & Brew’s digital presence. The system combined original photography, branded graphics, and recurring content themes to give the restaurant a more recognizable voice across Instagram posts and Stories. It supported a wide range of content, from menu features and events to seasonal promotions and everyday moments inside the restaurant.
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Take over a social presence that had received limited attention and establish a more consistent, intentional approach to content. The goal was to increase posting frequency and engagement while creating a visual system that could adapt to changing promotions without making the feed feel repetitive or disconnected from the brand.
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An ongoing system of feed posts and Stories built around recurring content categories, including food and drink features, restaurant photography, event promotion, and seasonal campaigns. Flexible layouts, consistent typography, and a recognizable photographic style allowed the content to shift between brand storytelling and timely promotions while remaining cohesive.
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The system gave the restaurant a reliable structure for planning and publishing content. Over six months, Instagram engagement increased from 1.8% to 2.2%, while average reach grew from approximately 1,200 to 1,440.
Private Dining Guide
A print and digital guide created to present Butcher & Brew’s private dining offerings in a clear, polished, and easy-to-share format. The guide brought together event details, bar packages, and tiered prix fixe menus that had previously required more explanation during the inquiry process. Designed as both a guest-facing resource and a practical sales tool, it gave prospective clients a complete view of the experience while keeping a large amount of information organized and approachable.
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Simplify a large amount of private dining information so prospective guests could understand their options and compare packages without feeling overwhelmed. The guide also needed to reflect the restaurant’s established identity while functioning as a practical sales resource for the team.
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A multi-page dining guide that organized private event details, bar packages, and prix fixe menu options into one guest-facing resource for digital and print use. Clear hierarchy and consistent page structures made the detailed information easy to scan while creating a cohesive presentation.
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The finished guide gave the leadership team a reusable tool for responding to private dining inquiries and presenting the packages more clearly. It also gave guests a better starting point for comparing their options before speaking with the team.
Cover of the Butcher & Brew private dining guide featuring contact information, the “Large Parties and Private Events” title, and an exterior restaurant photo.
Private dining guide overview with restaurant information, event capacity, room dimensions, and available amenities.
Bar package page comparing three per-drink tiers with beer, wine, mocktail, and liquor options.
Tier 1 hors d’oeuvres package featuring house chips, garlic hummus, jumbo chicken wings, and seasonal budino.
Tier 2 lunch or dinner package with a shared starter, salad, entrée choices, sides, and dessert.
Tier 3 dinner package with shared starters, salad, expanded entrée choices, sides, and dessert.
Seasonal Campaigns
A series of print and digital campaigns created to promote Butcher & Brew’s seasonal events, restaurant programming, holiday updates, and major sports broadcasts. The work ranged from recurring promotions like Late Night and NFL Sunday Ticket to one-off campaigns for Father’s Day, Halloween, and the Super Bowl. Each concept was given its own visual personality while staying connected through the restaurant’s restrained palette and bold, editorial style.
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Create promotional graphics that felt specific to each event and made the most important details easy to understand. Since the restaurant promoted new programming throughout the year, the designs also needed to work across different formats without feeling disconnected from one another.
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Campaign graphics adapted for Instagram posts and Stories, printed posters, and signage displayed inside Butcher & Brew and throughout the Halcyon complex. Digital versions were also shared with Halcyon for promotion across its social media.
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The campaigns gave each event visibility inside the restaurant, throughout the surrounding complex, and across both Butcher & Brew’s and Halcyon’s social channels. This created a more consistent rollout from on-site promotion to digital coverage.
Reflection
Working on Butcher & Brew showed me how design can shape the guest experience before someone ever walks into the restaurant. I learned how to build a visual system that could keep up with a busy calendar while still giving each campaign its own point of view. Taking ownership of the social presence also pushed me to think beyond individual graphics and pay closer attention to consistency, timing, and what gave people a reason to visit. Seeing the work used throughout the restaurant, across the Halcyon complex, and on social media made the impact feel tangible.