The Wilder
Rebrand Scope
- Website redesign
- Website development
- Collateral: Menus, poster design, social media design
- Photography
The Wilder is a kitschy gastropub in the heart of downtown Portsmouth brought to you by Julian Armstrong, proprietor of The Wilder, Anju Noodle Bar, The Wallingford Dram + SonMat Foods. The restaurant takes over the second floor of the pink + blue mural building on Fleet Street that served previously as Coat of Arms for decades before Julian purchased it in 2017. The renovated space features an intimate vibe with booths, a beautifully handcrafted bar, panoramic window seating + a glass conservatory, allowing for elevated urban views. The menu from esteemed chef, Emily Hill, includes delicious, elevated dishes from oysters to hanger steak + profiteroles.
Julian asked us for help in photographing the incredible atmosphere of The Wilder + eventually expanded to collateral design for their menus, posters + social accounts as well as a fun redesign of their website. The Wilder does adult happy hour from 3:30-6:30 every day – go grab a martini + tell them reCreative sent you.
In the year or so following our first iteration of The Wilder’s website, Julian wanted an update to go with the new menu and second round of photos we took. The vibe is brighter with a bit more moxie. A little more oomph, if you will.
We created a menu for The Wilder that used existing brand elements, like colors + motifs, to refresh it without stripping it of its spirit. By incorporating colors featured on their interior walls + using them as the new focal points, along with icons such as a hand holding a lantern + a tiki, we took the elements Julian loved about the old menu + carried them over into this new iteration.
Visit The Wilder in Portsmouth for delicious drinks, drool-worthy dishes + good vibes. Plus, keep an eye out for some reCreative custom photography on the walls.
Working with Julian is always a good time + swiping some noodles to go after the shoot certainly sweetens the deal. Our continued work with Julian + his ventures thrives off our friendship with him. We keep working with him because we enjoy it + that’s something we’re trying to lean into.
