The Westwood Lounge had local recognition, but it needed a clearer story. We helped shape the brand into a warm, modern restaurant and lounge identity that could support a renovation, guide the guest experience, and give the business a stronger presence in Winnipeg’s Westwood neighbourhood.
Our Mission
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Location
The Westwood Lounge had been part of Winnipeg's St. James neighbourhood for years, but after the business was purchased by Smitty's, its identity had begun to blur.
While the restaurant carried the Smitty's name, the lounge had an opportunity to become something of its own: a polished but approachable place for cocktails, casual dinners, sports nights, and easy evenings out.
As the owners prepared to renovate the space, they wanted more than a new look. They needed a hospitality brand strategy that could guide the interior, visual identity, signage, menus, and guest experience from the start.
“I wanted a bit of cozy.”
Amanda Ranson
The project started with discovery, competitor research, and an assessment of how The Westwood Lounge fits within the neighbourhood and the Smitty's brand.
We identified a clear gap in the local market: a place that felt more polished than a casual chain restaurant, but more relaxed than a formal cocktail bar.
“It was out-dated and didn’t have a story of its own to make it stand out and build a business around.”
Michael Leger
Rather than replacing the Westwood name, we built on its existing recognition, positioning the lounge as "where Westwood unwinds."
From there, we developed the tagline Built Around Moments, celebrating the everyday occasions the lounge was designed to hold: after-work drinks, casual dinners, sports nights, and evenings that last a little longer than planned.
“It’s a cool idea. I love it.”
Amanda Ranson
One of the project's biggest challenges was creating a brand that felt independent yet fit within the Smitty's system.
The identity needed to connect with local guests, earn approval from head office, and remain flexible enough to work across signage, menus, merchandise, packaging, and future marketing.
We developed a brand system that allowed The Westwood Lounge to stand on its own while maintaining a practical relationship with its parent brand.
The visual identity was designed to feel warm, grounded, and familiar. A simple wordmark and custom W created a flexible foundation that could work across signage, menus, merchandise, and environmental graphics.
Natural greens, warm neutrals, and soft gold tones reflected the feeling of evening settling over Westwood, while clean typography kept the identity approachable and easy to manage in-house. Throughout the exploration, we also developed locally inspired symbols, including a bison that referenced Brokenhead Ojibway Nation's herd and echoed the custom W, helping connect the brand to both place and ownership.
Subtle neighbourhood map textures and locally inspired symbols reinforced the connection to place, making sure the brand felt rooted in Westwood rather than like a generic lounge.
“Beautiful. I love the color scheme. I think it complements our Smitty’s restaurant really well.”
Michael Leger
The identity was built to extend beyond the logo into every part of the guest experience, from menus, signage, coasters, and takeout packaging to merchandise, social media, and environmental graphics.
We also developed photography direction centred around three themes: food, moments, and memories. Together, they created a brand that felt lived-in, welcoming, and connected to the neighbourhood.
“I loved everything… Colours are great. The use of it everywhere. I want to get an apron. I want a sweater, for sure.”
Michael Leger
The final direction was approved by both ownership and Smitty's head office, giving the team a clear foundation for the renovation and future growth.
More importantly, it gave everyone involved, from ownership to the interior designers, a shared vision of what The Westwood Lounge should feel like. Instead of making decisions in isolation, every touchpoint could now be guided by the same brand strategy.
“The process of getting to the final logo, brand, gives us the information to really buy into what the business represents.”
Michael Leger
Following the project, the owners continued working with Little Ghost on signage design, carrying the identity from strategy into the built environment.
What started as a familiar neighbourhood lounge now has a brand that reflects the experience it was always meant to offer.
Through brand strategy, naming exploration, and visual identity, we helped transform a familiar local lounge into a brand with a clear position in the neighbourhood.
The new identity gives the owners a cohesive foundation for everything that follows, from renovations and signage to menus, marketing, and the guest experience. More importantly, it gives The Westwood Lounge a story that's as welcoming as the place itself.
“If you want a complete brand package, they produce excellent work and give you the tools to properly brand your business.”
Michael Leger
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