The first step in the process was finding the right name for the new restaurant. The client explained that this was going to be a type of chophouse and it was going to be in a high-profile location directly across from U.S. Airways Center at CityScape which helped get things started.

Some of the names we came up with were inspired by many of the downtown Phoenix streets which are named after former United States Presidents. Other names came from the proximity of the restaurant to many legal buildings and the amount of legal professionals that work downtown and would be enjoying “power lunches” at this new concept. We also discovered some interesting things about the founder of Phoenix, Jack Swilling.

A few of the names we liked the most when all was said and done where: Chophouse Republic, Swilling’s Mill, The Chopping Block, Chuck & Porter’s, The Hung Jury, Railbird, Refined Bovine, Backdoor Bluff, The Sweet Klink and Moo & Brew.

We then took the names we liked the most and started sketching ideas looking for what would feel right. Just like with the naming process, we tried to flush out a lot of ideas and looks so we could cover more ground. From those sketches we decided on which ideas to move forward and actually comp up for the client.

A few more rounds of refinement and we were starting to get a feel for where we were going. The name was finally decided on and then we started to work out exactly what The Arrogant Butcher was going to look like. We explored a lot of options again looking for just the right fit.

We finalized the color palette and refined the overall look until The Arrogant Butcher felt like an establishment that could have been in the community for years. Honest, hard-working and approachable. This is the kind of place where genuine people enjoy spending their time. You feel welcome and want to return often. “Welcome to your new favorite restaurant.”