Farmboy worked with local restaurant veterans from Des Moines culinary scene, including Court Avenue Brewing and Americana, on their newest and boldest project yet: Gilroy’s Kitchen + Pub + Patio.
Farmboy was involved every step of the way, handling branding, identity, signage, environmental graphics, t-shirts, 4 mixed-media murals throughout the restaurant, and more, making sure every touchpoint felt intentional and connected. From menu layouts and coaster designs to the way messaging shows up in restrooms and hostess stands, the brand was treated as a full experience, not just a logo on the door. The name Gilroy’s is Gaelic for “son of a redhead,” and its off-center humor is used both in subtle and sometimes not-so-subtle ways throughout the brand experience. Guests discover small jokes, visual puns, and playful copy as they move through the space, creating a sense of personality and warmth that keeps the atmosphere light, memorable, and distinctly Gilroy’s.
