The Duke on Sydenham is an Irish pub with a Portuguese flare that is located in Strathroy, Ontario. The owner of the Pub wanted to revamp The Duke brand in hopes of giving off the vibe of being the only option for a night on the town in Strathroy. This meant that it needed to cater to a younger audience for a weekend social outing while still remaining family friendly during the week. The brand was re-vamped by giving off a trendy feel that matches their staff culture and their customer demographic. Their logo was updated but still remains consistent with their old logo by keeping elements such as the crown, banner and the flourishing typography however, updating them to match the new brand. This project is still in progress.