Fiddler’s Hearth

ABOUT
Fiddler’s Hearth, an Irish pub in South Bend, IN sought a refreshed brand identity and packaging to better engage a younger audience while preserving its deep-rooted Celtic traditions. Known for its lively atmosphere, Celtic cuisine, and an interior filled with Irish ephemera, the challenge was to create a design that resonated with Gen Z 20-somethings—particularly students from the nearby University of Notre Dame—without alienating the pub’s loyal patrons.

CONCEPT
The design draws from Fiddler’s Hearth’s unique character, incorporating elements that reflect both its rich history and its contemporary appeal. The pub’s tradition of wrapping fish and chips in the local South Bend Tribune became a key inspiration, leading to the use of vintage newspaper textures. Additionally, the Celtic La Tène period influenced the intricate linework and ironwork-inspired details of the branding, reinforcing the pub’s Irish heritage. Recognizing the visual impact of neon colors on social media and advertising, the packaging integrates a vibrant neon green to attract and engage a younger demographic.

SOLUTION
To seamlessly merge tradition with modern appeal, the design features a custom blackletter typeface, referencing historical newspaper mastheads to highlight Fiddler’s connection to storytelling and community. Sustainability-conscious elements, leveraging recyclable materials and minimalistic yet impactful prints to align with Gen Z’s eco-conscious values. The vibrant neon green will enhance the contrast, making the orange tones of the fried food pop.

RESULT
The rebranding successfully repositions Fiddler’s Hearth as a staple for both longtime patrons and a new generation of customers. By balancing nostalgia with modern design sensibilities, the refreshed identity embraces the pub’s legacy while making it more visually and culturally relevant for a new generation of customers. This transformation not only enhances brand recognition but also establishes a unique, memorable presence in South Bend’s dining scene.