Umbra

Restaurant Branding & Guest Experience | Canopy by Hilton, Minneapolis, Minnesota

Located inside the Canopy by Hilton in Minneapolis’ historic Mill District, Umbra was designed to feel like it belonged. Working with Sherman Associates, we created a restaurant identity inspired by Minnesota’s history, culture, and the hotel’s distinctive architecture and interiors.

The Canopy by Hilton building at dusk, with the round Umbra Bites & Pours logo

Services

  • Restaurant Brand Identity & Guidelines
  • Creative Direction
  • Illustration & Pattern Design
  • Menu Design
  • Branded Collateral & Guest Experience

A little history. A lot of Minnesota.

Inspired by DLR Group’s interiors, we drew on Scandinavian craftsmanship, Minnesota’s history, and the beauty of its 10,000 lakes. Even the name played a role. Umbra, Latin for shadow or shade, inspired the umbrella-like shape framing the logo. These influences helped shape an identity that felt right at home in the Mill District.

The Umbra Bites & Pours logo over an old photo of a boy wading in a lake
The lit Umbra sign hanging over the dining room, with guests at their tables

It’s all in the details.

From custom tilework and wood menu boards to coasters and even burger picks, the identity found its way into the restaurant experience. Each detail helped connect the restaurant to the building, the neighborhood, and the people who gathered there.

An Umbra coaster and bar card on the bar, beside a bottle of rye and a drink
The Umbra website on a tablet and a phone
The Umbra flag outside the hotel’s carved stone entrance at night
Umbra menus, including one on a wood menu board
A cook at the pizza oven in front of Umbra’s patterned tile wall
Three sliders, each with an Umbra burger pick
Select photographs have been enhanced using AI for presentation purposes. Original designs remain unchanged.

The people behind the project.

Client / Hospitality Management
Sherman Associates
Hotel
Canopy by Hilton Minneapolis Mill District
Architecture & Interior Design
DLR Group
Restaurant
Umbra
Creative Direction & Design
Tammy Mann
Account Management
Janice Stanford

Originally created at Flygirls Creative, where Tammy Mann was co-founder and creative director.

A sense of place, down to the smallest detail.

Great hospitality is about more than a beautiful space. We love working with developers, architects, and hospitality teams to create brands that feel connected to the places and people around them.