As Oak & Stone expands beyond its Florida roots into Texas, the restaurant chain has introduced a comprehensive brand refresh developed with independent branding and marketing agency Push. The redesign spans brand identity, interiors, messaging, digital experiences and the company’s signature self-pour tap wall, supporting the launch of its newest location in McKinney TX.
The project was conceived as more than a visual update, positioning Oak & Stone around the idea of “social adventure” while creating a more cohesive experience across customer touchpoints. Push’s work includes refreshed branding and messaging, a redesigned website, environmental graphics, signage, murals, merchandise, custom glassware and coasters, along with a new typographic system intended to give the brand a bolder, more confident voice.
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“Push captured something we’d always known and loved about the Oak & Stone brand but struggled to put into words,” says Stacy Erickson, Oak & Stone, Marketing Brand Manager. “The result expresses the energy and adventure our guests feel every visit…”
A central focus of the redesign is Oak & Stone’s signature self-pour tap wall, which features between 40 and 60 rotating selections of craft beer, premium wines and craft cocktails. Rather than reimagining the feature entirely, Push refined its design to improve navigation and encourage guest participation while strengthening its role as a distinctive brand touchpoint.
For the agency, the project reflected broader shifts in how restaurants create memorable customer experiences.
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“Even though the role restaurants and bars play in our collective lives is always changing, we’ll always be naturally social beings who — above basic needs of eating — seek new experiences,” explains Mark Unger, Chief Creative Officer at Push. “That’s why, for Oak & Stone, we wanted to build a brand that’s future-proofed, able to serve audiences who see the restaurant as an opportunity to experience something unique and new. That meant showing that Oak & Stone offered more than the usual dining ‘experience’.”
The resulting identity emphasizes expressive typography, concise messaging — including the line “Craft Kitchen. Loaded Taps.” — and environmental elements designed to reinforce the brand throughout the customer journey. According to Push, the visual system was intended to add texture and confidence while remaining grounded in Oak & Stone’s established personality.
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“Oak & Stone already had a strong foundation of great food and drinks, service and leadership. So, our main goal was to refine the brand from the inside out, positioning them for growth,” says Melissa Dimayuga, VP, Account Service at Push. “Together, we built their new brand around what their tap wall literally and metaphorically represents: social adventure that leads to real connections and ultimately a unique and memorable experience. All in all, the new brand is now much clearer, cooler, and can consistently offer something that sets it apart. We’re excited for more people to experience it for themselves.”
Founded in 1996, Push is a branding and creative agency specializing in brand strategy, identity systems, campaigns and customer experience design.
