Mack’s WheelHouse

Branding and Logo Design

Mack's WheelHouse approached Southern View Media to create a brand identity for a new line of packaged food products inspired by the original Mack's family recipes.

The Mack's name has deep roots in Mobile, Alabama. The original Mack's WheelHouse restaurant opened in 1971, while the family's food traditions date back even further. The goal was to create a logo and visual identity that honored this history while introducing Mack's WheelHouse as a retail food brand.

The new branding needed to feel familiar to those who remembered the original restaurant while also working effectively on product packaging, store displays, marketing materials, social media and the company's website.

Southern View Media developed a complete brand identity centered around the history, personality and Gulf Coast roots of Mack's WheelHouse.

The primary logo combines a ship's wheel with bold typography and the phrase "Since 1971." The wheel represents both the WheelHouse name and the brand's connection to the Gulf Coast. Vintage-inspired details help the logo reflect the history behind the original restaurant while giving the new product line a distinct and recognizable appearance.

Multiple logo variations were created to give the brand flexibility across different applications. These included full-color, black, white and simplified versions designed for use on light and dark backgrounds, product labels, digital platforms and printed materials.

Southern View Media also developed a complete brand guideline system featuring:

• A Gulf Coast-inspired color palette
• Primary and secondary logo variations
• Defined typography for display text, headings and supporting copy
• Guidelines for maintaining consistency across digital and printed materials
• Flexible logo treatments for packaging, merchandise, signage and promotional content

The color palette includes rich reds, warm browns, neutral cream tones, black and white. Each color was given a food-inspired name, including Cast Iron, Peppercorn, Cayenne, Roux, Bread Crumb, Ghee, Sea Salt and Smoked Paprika.

The typography system combines Thirsty Script Bold, Alkaline Caps Demi and Inter Tight Bold. Together, these fonts give the brand a balance of personality, history and readability.

The completed brand identity gives Mack's WheelHouse a strong foundation for introducing its original family recipes to a new generation.

The logo honors the history of the Mack's name without making the new business appear to be a reopening of the original restaurant. Instead, it creates a clear identity for a retail food brand built around four generations of family recipes and Gulf Coast flavor.

The flexible logo system and detailed brand guidelines allow Mack's WheelHouse to maintain a consistent appearance across its initial product line:

• Boil and Serve Gumbo
• Cocktail Sauce
• Tartar and Salad Dressing
• Fish Meal

With a cohesive logo, color palette, typography system and set of brand standards, Mack's WheelHouse is prepared to build recognition as its products enter local grocery stores and markets throughout Mobile and Baldwin counties.

The finished identity brings the history of Mack's WheelHouse forward while giving the brand room to grow into new products, retailers and markets.

Southern View Media helped Mack's WheelHouse transform generations of family history into a brand designed for today's retail market. The final identity reflects the people, recipes and Gulf Coast traditions behind the name while creating a consistent visual foundation for the future.