Stack Restaurant Group was created by a group of multi-unit restaurant operators wishing to launch a new concept. Their new concept would focus on offering wood fired locally sourced, smoked deli sandwiches in a nostalgic but modern diner style setting.


Our restaurant design concept and brand imagery strategy used the 4 Walls as the strategy to communicate their desired themes. Looking to authentic smokery themed assets found in Deep South traditional smokeries on menu design and communications, while focusing locally sourced and a diner themed assets in the restaurant design/decor assets. The strategic positioning was built on the idea of Authentic and Local.


The concept delivered on strategy, and was received well by client and local patrons as a favourite among restaurant goers in old Toronto.


Stack Restaurants


Phillip Scalena Interior Design

Project Role(s)

Creative Director
Date Completed: 
Solution / Contribution: 
We created menu and food imagery design that enhanced the authentic wood fired smoke process and enhanced this message across the exterior design, menu design and website design. We used the 4 Walls interior space to create imagery of locally sourced themes showing not large scale images of iconic local destinations and farmers markets. To help convey the authentic diner feel we designed 'diner style' booth seating, diner style shakes and ice cream bar, and lighting fixtures. The menu design focused on combining traditional smoke house imagery and type faces typical to the 1950's hand script and signage.