The Laughing Loon

The Revival of a Local Legend: The Laughing Loon Takes Flight

Near the tranquil shores of Norway Lake, Maine, a local landmark, 'Waterhouse Talk of the Town,' had sadly closed its doors. But its story wasn't over…

With a vision to breathe new life into the space, new ownership sought to revive its spirit, reimagining it as 'The Laughing Loon,' a fresh start with deep roots. Glass Half Design, a collaborative effort between myself and my partner, Ryan, was entrusted with crafting the brand identity for this exciting new chapter.

The Challenge: Honoring Legacy, Meeting High Expectations

The task before us was more than just a rebrand; it was a revival. 'Waterhouse Talk of the Town' held a special place in the hearts of Norway, Maine's residents. The anticipation for its return was palpable. One day, while the new owners were cleaning the space, a local resident knocked on the window, $20 in hand, eagerly asking if they were reopening. This moment underscored the deep connection the community had with the restaurant and the high expectations that came with its rebirth as 'The Laughing Loon.'

The new ownership was adamant: not an ounce of the restaurant's beloved character could be diluted in this transformation. The challenge lay in honoring that legacy while crafting a fresh, modern identity that would resonate with both long-time patrons and a new generation of visitors.

The Solution: A Linocut Loon Takes Flight

While the client's initial vision centered on a linocut style, we recognized the need to explore the broader aesthetic landscape. To ensure we were perfectly aligned, we began by crafting a series of moodboards, capturing the essence of the desired Nordic charm and lakeside warmth. With a clear visual direction established, we delved into researching linocut illustration techniques and gathered a wealth of loon imagery, focusing on capturing the lighthearted, laughing expression the client envisioned.

Recognizing that illustration wasn't our primary expertise, we embraced the power of modern tools. We creatively utilized a variety of AI image generators to produce loon images in the desired poses and with the specific laughing head. From these AI-generated visuals, we carefully selected and combined elements in Photoshop, creating composite images that formed the foundation of our final composition. We then transitioned to Procreate, where we digitally traced and refined the composite by hand, capturing the linocut aesthetic. Finally, we vectorized the illustration, ensuring scalability and crispness for all applications, and performed final clean-up to deliver a polished, professional logo.

Results and Impact: A Brand That Resonates

The client was thrilled with the final logo, expressing that it perfectly captured their vision for "The Laughing Loon." They felt it honored the location’s history while embracing a fresh, modern aesthetic. The logo effectively established the restaurant as a distinct brand, conveying joy, delight, and a sense of place.

The new logo is ready to take flight, poised to become a recognizable symbol for "The Laughing Loon" as it establishes its place in the heart of Norway, Maine. We’re excited to see how this brand identity contributes to the restaurant's success, welcoming locals and newcomers alike to experience the joy and warmth of this unique eatery.