erwin, an american cafe and bar, is Chef Erwin Drechsler’s culinary achievement. Drechsler was somewhat of a local pioneer in the modern American bistro movement. From its very beginning in 1994, the restaurant became a supporter of local farmers growing native Midwestern ingredients. Many of those that learned from Erwin have gone on to earn their own international reputations.
P O S I T I O N I N G : The branding of erwin was self evident. We borrowed from the Hippocratic oath “first do no harm”. The trademark and branding elements were presented simply and clearly to express character with as little artifice as possible. Special Note: Tom Melvin’s illustrated frieze that covered the entire circumference of the restaurant, presented a view of the surrounding neighbor as if the restaurant were open to the community.