The Minneapolis icon and leader in the local food movement, Birchwood Cafe, engaged Replace to Improve + Replace their visual brand identity. Tracy Singleton, Birchwood owner and founder needed to update her ground breaking restaurant to grow market awareness. Under the brand mission of “Good. Real. Food.”, the Birchwood Cafe led the Minneapolis region in sourcing and supporting locally grown and locally owned food. Birchwood’s iconic brand identity was leveraged from the Birchwood Creamery that occupied the Cafe location for decades prior to the Birchwood claiming the space as home. Honoring that legacy and honoring the logotype, Replace began the careful examination of this local landmark cafe.