The owners of LouVino were ready for their next big business venture, biscuits. Originally from Georgia, Chad and Lauren Coulter wanted to create their version of a Southern biscuit restaurant here in Louisville. Chad, Lauren and their team hired Fieldtrip to help with the initial phases of the new brand including the brand platform, the name, and the visual identity.

After the research phase, deciding on a name, and defining the brand platform, we got to work to create the visual identity. The Biscuit Belly brand needed to be Southern, genuine, and playful. The custom, hand-drawn logotype reflects these values. It was well crafted just like the food they serve their customers. The vibrant color palette really brings this brand to life.

Once the brand was established, it could be translated into the restaurant space itself. The interiors began with clean white walls and hardwood floors. Color was added through fun tile and painted woodwork.

Biscuit Belly is Louisville’s favorite new breakfast spot. After opening in June 2019, the restaurant became so popular it often has had a line out the door. The good reviews keep coming in about the delicious food and damn good biscuits.