Ten years after the original Wrap Shack opened on 18th Street, the restaurant and bar has launched its second location in Midtown Village.

Located in the Baum’s Building, the former home to iconic Baum’s Dancewear, Wrap Shack’s new spot at 112 S. 11th Street is ideal for Jefferson employees and visitors, as well as the creative office crowd in the neighborhood.

To prepare for the restaurant’s opening, we refreshed Wrap Shack’s branding and website. We positioned the brand as a modern sports bar and happy hour hangout that elevates the dining (and drinking) experience, while still remaining comfortable, local, and true to its Philadelphia roots. Brand elements were inspired by vintage sports and the Prohibition era.

We collaborated with owner Scott Hockfield, the architects at Eimer Design, and Tom Bury, the contractor from several Restaurant Impossible episodes, to create signage that matched the restaurant’s contemporary interior design. The final result – which includes exposed brick, a new blade sign, and a chalkboard draft list reminiscent of a lineup card – is a cohesive space that’s comfortable for both regulars and newcomers alike.

Located by the most desirable retail corridor in the country, Wrap Shack Midtown is another piece in the neighborhood’s revival.