Localito 191 (Rob Gentry)

Complete brand identity for Local 191's Mexican food transformation

When Rob Gentry, owner of The Blue Plate, decided to transform part of Local 191 into an exciting Mexican food pop-up concept, he needed a brand identity that would capture the energy and authenticity of the new direction. Localito 191 represented a bold culinary pivot that required thoughtful brand development to differentiate the concept while maintaining connection to its roots. Whiteboard collaborated closely with interior designers Billy and Jane Pritchard from Stray Dog to create brand designs that complemented their interior vision. The comprehensive brand system extended beyond logo development to include custom mural and window art that enhanced the restaurant's atmosphere. The design team also developed supporting advertising, print materials, and web designs that consistently communicated the vibrant Mexican concept. Although Localito 191 concluded operations in February 2021, the brand successfully served its purpose during its run, helping establish a memorable dining experience in Chattanooga's restaurant scene.