Restaurant Rebrand
For over 45 years, The Village Cheese Shanty has been a beloved local spot, serving up sandwiches and a curated selection of imported cheeses. Harbored in the historic fishing district of Leland, Michigan, we’re all about good food, friendly faces, and our local history.
3-month-long project
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Home
This 3-month-long restaurant rebrand required a conscious balance between preserving the well-known charm of the business and evolving the brand. The goal was to refresh the identity of The Village Cheese Shanty while keeping it recognizable to loyal customers. I drew inspiration from its offerings: gourmet sandwiches, imported cheeses, and its unique location in a historic fishing town. By building on the existing character, I crafted a visual direction that honored its roots while positioning the business to thrive in an increasingly tourism-driven market.
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The project centered on creating a clean, modern, and friendly experience, designed to resonate with a new generation of customers. Key considerations for the website included: honoring the history of the building and business while preparing for the future. Particularly, the potential transition to an online ordering system. Above all, menu legibility and intuitive navigation were prioritized to ensure clarity and ease of use in a refreshed, accessible digital space. Above are examples of all the elements I considered, and how it was presented to my team.
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For the physical applications, applying the illustrations that represented core features of the brand became paramount. Menus, sandwich wraps, and clothing merchandise, all featured illustrated characters. It was paramount for an outsider to connect the dots as to what this brand is about, and visual illustrations were the most important way to create clarity. This is a sandwhich shop, on a historical fishing pier, that also sells fine cheeses and wine!
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The Village Cheese Shanty is a cult-classic in Leland, Michigan. It has a longstanding reputation for great sandwiches, docked in a small, historical port town. I grew up in Leland and created this rebrand as an educational branding project.
Amalie McCracken
2026
amaliemcc@gmail.com
+19197487800
Linkedin
Based in Washington. Relocating to London, UK.
Empathy,
observation,
& connection.