One of the state’s most popular restaurant chains has met with long-term success and they’re rebranding to appeal to the newest generation.
The new Wood-n-Tap logo has a more contemporary look, featuring a stylized font and script in variations of navy, maroon, black and tan. The new logo has the sub-title “American Tavern.”
“What was cool 23 years ago needs updating,” said Phil Barnett, co-CEO and co-founder. “As a business you either evolve or die.”
The rebrand comes as the from scratch kitchen of Wood-n-Tap is investing in menu, innovation, cocktail programs, refreshed interiors and guest experiences.
He said the new look will be used for marketing materials, signage, menus, and glassware.
Hartford Restaurant Group has Wood-n-Tap restaurants in Hartford, Vernon, Enfield, Wallingford, Rocky Hill, Newington, Southington, Farmington, Groton, Hamden and West Springfield, Mass.
The rebranding represents “modernization,” Barnett said.
Barnett said, “every seat has a story” at Wood-n-Tap, which “has always been about people, date nights, cocktails with friends, first jobs, family dinners and post-game beers.”
“The reality is we are old enough now that we have a new generation coming in as guests, children and grandchildren of guests who started with us 23 years ago,” Barnett said.
“This rebrand isn’t about changing who we are. It’s about telling our story better.”