The Blue Plate / Local 191

When The Blue Plate's bar wasn't reaching its potential, owner Rob Gentry partnered with Whiteboard to create a completely separate identity and space that would become the community's new favorite spot.

Whiteboard partnered with The Blue Plate owner Rob Gentry to transform an underperforming restaurant bar into Local 191, a distinctive neighborhood gathering place. The challenge was creating a separate identity that would attract regulars while maintaining the intimate, community-focused atmosphere Gentry envisioned. Drawing inspiration from traditional unions and guilds, Whiteboard developed the 'Local 191' concept, taking the name directly from the address at 191 Chestnut Street. From 2012 to 2019, Whiteboard designed comprehensive brand identity across digital platforms, interior graphics, signage, marketing materials, and merchandise. The personality emerged through witty, accessible messaging and authentic photography that showcased both the space and offerings. This collaborative approach successfully established Local 191 as a beloved community institution, eventually evolving into Localito 191 when the owner wanted to experiment with a Mexican-inspired concept.