The Mineshaft Restaurant is the most popular place to eat and socialize in my hometown of Hartford, Wisconsin. Currently The Mineshaft has a very relaxed and fun atmosphere, perfect for the easy-going residents of Hartford, it even has a two million dollar game room upstairs. Since The Mineshaft resonates with me in a big way, I decided to give it a rebrand. Instead of keeping with their current style of branding, I wanted to go a new direction. That direction was a more refined look while feeling industrial to go along with the manufacturing landscape of Hartford. This meant using clean lines and simple type to help convey that feeling.