Kelsey Watson
← Index of Work03 / Branding & Interior

The
Grove.

ClientMonday Night Brewing
Year2024 — 2025
RoleIdentity, Interior Direction, Wayfinding
LocationAtlanta, GA

Overview

A new flagship taproom for Monday Night Brewing, imagined as a grove — a warm, wooded gathering place tucked into the city.

I led the visual identity and worked alongside the ownership team on the concept of the space — its color palette, material story, and the overall vibe. The result is a hand-drawn logo that feels carved from bark, a room that feels like the woods came inside, and a wayfinding system that guides guests through both.

The Grove taproom interior in daylight
Fig. 01 — The taproom, opening day.

Chapter I

Setting the mood.

Pages from the ideation deck — moodboards, palette studies, and furnishing directions used to align the team on the feel of the space before a single wall went up.

The Grove moodboard
Fig. 02 — Moodboard.
Ideation deck page 1
Fig. 03 — Ideation deck, spread 1.
Ideation deck page 2
Fig. 04 — Ideation deck, spread 2.
Ideation deck page 3
Fig. 05 — Ideation deck, spread 3.
Ideation deck page 4
Fig. 06 — Ideation deck, spread 4.
Ideation deck page 5
Fig. 07 — Ideation deck, spread 5.
Ideation deck page 6
Fig. 08 — Ideation deck, spread 6.

Chapter II

Carving the mark.

The logo started as loose sketches of wordmarks and icons, then tightened into a single hand-drawn G built from interlocking wood grain.

Wordmark ideation sketches, round 1
Fig. 09 — Wordmark ideation, round 1.
Wordmark ideation sketches, round 2
Fig. 10 — Wordmark ideation, round 2.
Icon ideation sketches, round 1
Fig. 11 — Icon ideation, round 1.
Icon ideation sketches, round 2
Fig. 12 — Icon ideation, round 2.
Logo finalization studies
Fig. 13 — Finalization studies.
Logo finalization refinements
Fig. 14 — Finalization refinements.
Final Grove logo, black
Fig. 15 — Final mark.
Final logo overlaid on building blueprint
Fig. 16 — Mark on the building blueprint.

Chapter III

Doors open.

The finished taproom — day and night, quiet and full — the payoff of many months of hard work.

The Grove exterior at night
Fig. 17 — Exterior, after dark.
Inside The Grove at night with a full crowd
Fig. 18 — Opening night, full house.
Kelsey enjoying a coffee at The Grove
Fig. 19 — Yours Truly enjoying a well-earned cup, on site.

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Inquiries

kelscwatson@gmail.com