Preservation Tap and Chophouse
Preservation Tap & Chophouse was a 1920s-style steakhouse in the Riverside/Avondale area of Jacksonville. Having renovated an old house in a historic district, the restaurant provided an amazing atmosphere combined with great food and service, as well as an extensive wine and beer list.
Approach
The Preservation website had to convey the high-end quality of the steakhouses of the time period without coming across as being stuffy. Because of the restaurant’s high price point, it was critical the site portrayed an outstanding experience that couldn’t be found elsewhere.
We started the design process by having an nGen dinner at Preservation so we could all enjoy the dining experience first hand. The décor in the restaurant had the feel of a 1920s gangster hideaway. We created an overall aesthetic for the site that revolved around this theme. Clean white areas with classic typefaces evoke a sense of crisp, clean quality. Little details in design lines and décor harkened back to the 1920s motif.
