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Up North Ale House

Naperville, IL

A fresh take on an industrial chic restaurant with lots of personality and plenty of social media photo-ops.


A local entrepreneur couple engaged Ideation Studio to develop a fresh concept for their latest venture a brewpub, Up North Ale House. Our comprehensive scope included: brand ID, interior environment, custom millwork, bar design, building exterior, furniture specification, signage and brand collateral such as menus, uniforms, and coasters.

Design Solution

The finished modern, industrial chic appeal space has a fresh branded appeal with some surprising twists. Raw wood adds a warm, natural element to the atmosphere. Custom details add a personalized touch, such as the Up North logo burned into the wood wall at the hostess area. There was an integration of reclaimed materials utilized, including an illuminated beer bottle feature at the hostess desk and the use of old wooden shipping pallets to create an acoustic focal. A vintage loft glazing system defines zones and serves as a unique element, which reinforces the loft style. The color palette is grounded in warm dark charcoal grey tones, while pops of color add a vibrant energy to the space. The exterior was transformed through use of color. By painted the existing natural color bricks a series of dark tones, we inexpensively change the perception of the building and created curbside appeal.