Dallas and Jane

Case Study

Middle Tennessee chef Alex Belew has spent a great majority of his life in the dining industry. For his new Murfreesboro dining concept, he hired Adams + Swann to design a new logo that would reflect his desired style but also pay tribute to the restaurant’s namesake – Dallas and Jane, Belew’s grandparents. From hand sketches to the finished logo and web project, Adams + Swann worked with Belew each step of the way to bring his ideal dining concept to life.


Creative, Logo Design, Website Design


  • Design new logo and branding identity system
  • Develop a new website
  • Facilitate a system for online reservations
  • Showcase menu and promote catering

Logo design and branding

An artist  in his own profession, Chef Alex Belew understands design and it’s relevance to a successful brand. When starting the process for the Dallas & Jane logo design and brand system, Belew brought to the table many examples of styles that he was considering for his new restaurant.


Adams + Swann used a masculine hand drawn san-serif font for “Dallas” along with a feminine hand-drawn script for “Jane” and tied together with a stylish ampersand symbol. The mark showcases the masculine and feminine appeal of the Dallas & Jane dining experience while exhibiting a custom flair in the art form of cooking. The blue and gold color of the mark complement the masculine and feminine design signifying a calm and enjoyable experience with the blue paired with the fresh energy of gold.

Website design

When designing the Dallas & Jane website, Adams + Swann focused on the  the pinnacle of the restaurant – the food and atmosphere. But there was also a concentration on elements that matter to the end user such as an easy-to-read menu and OpenTable integration which allows foodies from all over the region to book a table and share their experience regarding the Murfreesboro restaurant. The OpenTable integration resulted in streamlined reservations and also a Diner’s Choice award from Open Table users.


Chef Alex designed every detail of the menu from the tables, chairs, table ware, décor and bar to his exact vision. Adams + Swann carried out his and helped to tell the story of Dallas & Jane with custom copywriting and design elements while incorporating best SEO best practices. Dallas & Jane has successfully launched dinner service fiver nights per week and increased catering revenue through online awareness and visibility.