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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.

Building Exterior Showing Monument Sign with the Up North logo in front of the building. The building is a charcoal gray color with copper decorative roof elements.
Outside of Up North Ale House showing the black painted brick facade with the Up North logo painted above the font windows
Inside the Up North Ale House dinning area looking at the stage with a custom wood palette plank wall
Inside Up North Ale House's semi private dining room featuring a bright orange wall with a large graphic the world map and the latitude and longitude numbers for the location of the restaurant
Picture of the bar at Up North Ale House
Close up of the orange map wall showing the dimensional wall graphic applications
Close up of the graphic wall application of beer types shown in a black and white image
Close up of bar island featuring the chalkboard menu and two televisions along with the beer taps
Orange community dining tables in front of the stage area with a custom stacked wood palette wall
Booth seating along the font windows inside Up North Ale House
Inside the dining area features polished concrete floor with rustic wood tables and industrial metal chairs
Looking through wall divider from one dining area to the orange map wall
The restrooms at Up North Ale House feature the Bradley Wash Bar sink which simplifies the hand washing process by integrating a hand dryer next to the soap and water dispensers right about the sink
Close up of wall decoration showing the orange Up North arrow used in their logo in a linear pattern with lines of polished nail heads on a gray wall
Table setting showing the Charcuterie board, freshly tapped beer, and table top menu
Illuminated marquee style sign with the Up North logo
Looking into the Up North Patio over the planters enclosing the space at night with the fire places roaring and the strings of Edison lights twinkling in the evening
The patio at Up North Ale House features wood tables and bench seating along a firewall and under a canopy of strung Edison lights
The Up North Patio Bar has a half garage door to open up their space and extend the bar service outside