FIORO
13/03/17

FIORO

Restaurant Branding & Naming

Fioro

After the rise and fall of NYC’s infamous ramen joint, the owners had a new challenge: Craft an authentic cafe experience as found in the Naples region of Italy. They tapped Vigor with a short time frame and a vision of bringing delicious Italian street food to the streets of Manhattan.

Fioro italian restaurant fast casual branding, naming and design

Challenge

  • Create a sense of authenticity in a city rampant with Italian concepts
  • Bring a feeling of laid back Europe to a neighborhood that has a high paced lifestyle
  • Develop a name that would create intrigue with a well-traveled audience

Key Insights

Although Italian food is quite common on the streets of NY, authentic Italian experiences are a lot fewer. When you strip away the “fuhgeddaboudit” pizza and pasta joints, you’re with very little in the way of true Italian. The financial district is well traveled so they know what a real European experience looks, feels and sounds like. Therefore, taking our cues from what exists in Napoli today, would read perfectly well in the city of New York.

Solution

 

The restaurant’s focus was clear and there were plenty of reasons to believe its driving passion. However, nothing had been done in market to start telling the story.

The name “Fioro” is a portmanteau of two Italian words: Fiore and Oro (flower and gold.) This name was a metaphor for the uniqueness of this experience, and it also informed the design aesthetic.

We pulled inspiration from art nouveau and other classic art movements to create an identity with gold floral filigree as the defining characteristic. Strong, serif typography would help carry the brand’s visual direction by giving a feeling of authenticity with honest, no-nonsense direction.

Marketing touch points for the restaurant introduced common and uncommon Italian into the visual vernacular of the market. The idea being that a restaurant this delicious and genuine could only be explained in its native tongue. This bi-lingual idea carried through the rest of the touch points for the brand inside and outside the four walls.

Date

2016

Format

Fast Casual, QSR, Quick Serve

Team Size

Client: 2  / Vigor: 4

Location(s)

New York City, NY

Fioro italian restaurant fast casual branding, naming and design
Fioro italian restaurant fast casual branding, naming and design
Fioro italian restaurant fast casual branding, naming and design
Fioro italian restaurant fast casual branding, naming and design
Fioro italian restaurant fast casual branding, naming and design
Fioro italian restaurant fast casual branding, naming and design
no responses
Smoke & Duck Sauce
11/01/17

Smoke & Duck Sauce

Restaurant Branding & Concept Development

Smoke & Duck Sauce

Asian fusion meets American barbecue in this new fast casual/QSR concept. Collaborating with the visionaries behind the concept, the Vigor team was able to craft a brand identity that communicates the unique vibes from each culture, in a way that’s truly American – a mix of cultures.

Smoke & Duck Sauce asian american barbecue restaurant branding design by Vigor

Challenge

  • Design an identity that communicates both core cultures: Chinese and Southern American.
  • Create uniqueness that’s worth talking about in market

Key Insights

Melding the two cultures using design cues created many opportunities to pull on commonly known icons. We had to make certain to side step any Communist iconography that is inherently tied to popular Chinese visuals, and create connectivity with Americana. Simply graphically designing the standard issue touch points, the need to craft something memorable was prevalent.

Solution

We started by approaching the items commonly found at your standard issue Chinese restaurant. Zodiac placemats seemed to offer a unique opportunity for modernization and Americanization.

Furthermore, the introduction of unique participation-driven thinking across the print materials upgraded a typical menu into something worth talking about. The takeout menu’s design was created to be easily folded into an origami crane – a classic symbol of hope and healing.

The brand identity pulled influence from chinese ink and rice paper character design and textures offset by strong woodcut inspired typography. Both type treatments are vastly different, yet mix quite well which subtly communicates the food’s inspiration.

Finally, the identity is spearheaded by an geometric duck meant to mimic the style of origami. This unforgettable mark influenced the design aesthetic across other touch points, especially the design of each zodiac animal on the placemats.

Strong reds, blues and beiges came together to communicate the colors of both cultures to complete the brand’s essence throughout each experience.

Date

2016

Format

Fast Casual, QSR, Quick Serve

Team Size

Client: 2  / Vigor: 4

Location(s)

Atlanta, GA

Smoke & Duck Sauce asian american barbecue restaurant branding design by Vigor
Smoke & Duck Sauce asian american barbecue restaurant branding design by Vigor
Smoke & Duck Sauce asian american barbecue restaurant branding design by Vigor
Smoke & Duck Sauce asian american barbecue restaurant branding design by Vigor
Smoke & Duck Sauce asian american barbecue restaurant branding design by Vigor
Smoke & Duck Sauce asian american barbecue restaurant branding design by Vigor
Smoke & Duck Sauce asian american barbecue restaurant branding design by Vigor
Smoke & Duck Sauce asian american barbecue restaurant branding design by Vigor
Smoke & Duck Sauce asian american barbecue restaurant branding design by Vigor
Smoke & Duck Sauce asian american barbecue restaurant branding design by Vigor
Smoke & Duck Sauce asian american barbecue restaurant branding design by Vigor
Smoke & Duck Sauce asian american barbecue restaurant branding design by Vigor
no responses
Copper Cup Coffee
16/08/16

Copper Cup Coffee

Restaurant Cafe Branding & Interior Design

Copper Cup Coffee

A young restaurateur had a vision of bringing a heightened cafe experience to the central Pennsylvania region. His vision was of bringing the idea of cultivated and curated quality back as something worth experiencing. With the idea that today’s coffee experiences are lacking in one form or another, the passion for Copper Cup was born.

Copper Cup Coffee restaurant cafe branding and interior design by Vigor

Challenge

  • Identify the whitespace in a crowded industry sector: coffee/cafe
  • Develop a passion-forward brand focus and build a strategy and identity that communicates it long term
  • Design a look across multiple touch points that would grab attention with its confidence

Key Insights

Coffee is a crowded space with little room for differentiation. However, after an in depth analysis of the brandscape, we were able to identify a key area currently untapped. Currently no cafe experience executes a quality experience across the major areas of offering: convenience, culinary, coffee, and service. More often than not, one or more of these areas aren’t up to the standards of the other.

Solution

Mr. Jeremy Fisher, visionary behind Copper Cup Coffee, had a profound respect for all things craft and design. He found Nordic style to be especially appealing in its confident melding of nature and manmade textures. In that beauty we found the idea for Copper Cup Coffee’s point of differentiation.

Copper Cup Coffee would be a beacon of craft in more than just a single-sided approach. Not only would the cafe create delicious pastries and other baked goods in a kitchen already known for high-end, homestyle food, it would also curate the things it couldn’t do to the same level. That meant seeking out and finding partners who’d live up to the same quality expected of their own crafted goods.

Curation and craft became our focus, and we found the muse in the world of alchemy. Alchemy was a mix of science and mix of magic, a lot like cooking, baking, and crafting delicious experiences. This lead to designing the Copper Cup logo based on the alchemic symbol for copper itself.

Nordic design inspired the brand touch points from menus through interiors and even into the employee handbook. Copper, raw cement, and refined wood textures would spearhead the interior design. Copper foil, crafted paper textures, and a color palette that pulls from the interior design created the foundations of the print elements.

Due to the refined simplicity of the entire design, typography became vitally important. The type had to portray a modern and an architectural feel. Patterns built from the logo served as the final elements to tie the entire brand identity together.

Copper Cup Coffee opened to the public in mid-2016 with plans for growth throughout the Lancaster, PA area in the not too distant future.

Date

2016

Format

Fast Casual, QSR, Quick Serve, Cafe, Coffee

Team Size

Client: 2  / Vigor: 4

Location(s)

Lancaster, PA

Copper Cup Coffee restaurant cafe branding and interior design by Vigor
Copper Cup Coffee restaurant cafe branding and interior design by Vigor
Copper Cup Coffee restaurant cafe branding and interior design by Vigor

It was really GREAT working with [Vigor]! You are really good at what you do…It was a good experience; I learned a lot and got a great end result.

– Jeremy Fisher, Copper Cup Coffee Company

Copper Cup Coffee restaurant cafe branding and interior design by Vigor
Copper Cup Coffee restaurant cafe branding and interior design by Vigor
Copper Cup Coffee restaurant cafe branding and interior design by Vigor
Copper Cup Coffee Company branding and identity design by Vigor
Copper Cup Coffee Company branding and identity design by Vigor
Copper Cup Coffee restaurant cafe branding and interior design by Vigor
no responses
Cutty Sark Scotch Whiskey
15/08/16

Cutty Sark Scotch Whiskey

Beverage/Spirits Social Media Strategy & Marketing

Cutty Sark Scotch Whisky

The creators of Cutty Sark Scotch Whisky believed in a new style of whisky – one that blended only the finest malt whiskies was naturally light in color. The brand was created to be brave, creative, and groundbreaking. And since its conception in 1923, Cutty Sark Scotch Whisky has had the nerve necessary to seize golden opportunities without a second guess, and stand by their convictions with no apologies. Vigor helped Cutty own that voice and created marketing and social content that spoke to new followers and drinkers.

Cutty Sark Scotch Whisky shelf talker design off premise marketing advertising

Challenge

Cutty Sark is your grandpa’s Scotch whisky. At one time, Cutty Sark was the best-selling Scotch whisky in the U.S. and was the first Scotch to hit 1 million cases. But that surge of fame was years ago. These days, an entire generation of drinkers passes by the classic green and yellow bottles without a second glance, opting for more familiar whiskies, not knowing the legendary story and taste that sits on the shelf. Cutty and Vigor’s challenge was to tap into a new target of young urban creatives across social media and increase brand awareness to consumers and influencers.

Key Insights

  • Our target consumer, a 25-34 year old male, is a young urban creative with an affinity for music and blunt wisdom.
  • Our target audience typically scrolls through their social feeds on their phones and are active on almost all social platforms
  • Cutty is an easy drinking product, mixable and light
  • The brand’s presence is in urban area where trends are born, spread and flourish
  • Cutty is at home in bars where real friends go to create legendary nights

Solution

The first step in revamping an almost century old Scotch whisky brand was to give it a fresh look and feel leading with a tone of voice that challenges the norm. Vigor developed a tone of voice that perfectly embodied the bold, never-coddling attitude that Cutty Sark represents, then crafted a look just as gritty and indelible.

Through boosted social content and point of sale marketing strategies we appealed to a younger target that appreciates our dedication to telling them how it is while offering them a damn good whisky.

We created several on and off-premise activations including value added packaging, retail displays, coasters, napkins, truck wraps and more that clearly expressed Cutty’s new bold tone.

Date

2014-2016

Format

Spirits, Scotch, Whisky, Whiskey

Team Size

Client: 3  / Vigor: 7

Location(s)

Nationwide

Cutty Sark Scotch Whisky shelf talker design on premise marketing advertising
Cutty Sark Scotch Whisky shelf talker design on premise marketing advertising
Cutty Sark Scotch Whisky shelf talker design off premise marketing advertising
Cutty Sark Scotch Whisky shelf talker design off premise marketing advertising
Cutty Sark Scotch Whisky shelf talker design off premise marketing advertising
Cutty Sark scotch whisky branding and social media marketing
Cutty Sark scotch whisky branding and social media marketing
Cutty Sark scotch whisky branding and social media marketing
Cutty Sark scotch whisky branding and social media marketing
Cutty Sark scotch whisky branding and social media marketing
Cutty Sark scotch whisky branding and social media marketing
Cutty Sark Scotch Whisky shelf talker design off premise marketing advertising
Cutty Sark Scotch Whisky shelf talker design off premise marketing advertising

Results

  • 5.3% follower percentage increase on Instagram
  • 7.2% follower percentage increase on Tumblr
  • Increased the average engagement rate per post on Facebook by 4%
  • Increased average like per post on Instagram by 2.3%
  • Launched a new Twitter handle which became a verified channel and garnered over 1K followers in the first 3 months
no responses
Goldstar Vodka
12/06/16

Goldstar Vodka

Beverage Branding & Advertising

GoldStar Vodka

An Army Ranger veteran sought to elevate the positioning and style of his startup vodka brand. With a focus on giving back, and doing good for gold star families and their vets, this brand was already getting the attention of national publications. Vigor was tasked with crafting the positioning and design for their first nationwide advertising campaign.

Gold Star Vodka branding and package design advertising

Challenge

  • Create a look that told the brand’s story of military tradition, without breaching subject of mental illness
  • Refine existing brand into a unique, professional look that would compete on the same level as larger brands

Key Insights

The vodka market is rampant with all sorts of brands, but none so dedicated to the well being of armed forces as Gold Star Vodka. Most brands lean on the clarity of liquid to showcase the purity of the offering, but Gold Star doesn’t sell based on quality. The liquid speaks for itself. Instead, the brand needed to own their stance on giving back to our soldiers and their families, while establishing a gritty persona that would connect with the masculinity.

Solution

 

Although tasked with creating an ad specifically for Playboy magazine, our team was inspired by the brand and it’s founder. After assessing the brand’s identity and packaging design we could see there was a need to elevate the look to better tell the story.

Our solution started with a custom typographical treatment and a new approach on the “gold star.” The new star is a celtic inspired knot that nods to the founder’s roots while communicating the brotherhood of Army Rangers and other armed service people.

The angular typography informed other typographical decisions, while traditional armed forces iconography and imagery informed the overarching design aesthetic. For the packaging, this aesthetic is seen in it’s purest form where the strong typography is designed over the gunmetal black bottle.

The slogan, “Conquer the Night” was crafted to instill the sense of attitude for the quintessential Gold Star man. It’s chock full of swagger and style without being flashy and over the top. It’s confident and makes no excuses. “Conquer the Night” became the underlying driver of inspiration for the advertisement which ran across numerous issues of the renowned publication.

Date

2016

Format

Craft Spirits, Vodka, Distillery

Team Size

Client: 3  / Vigor: 2

Location(s)

USA

Gold Star Vodka branding and identity design
Gold Star Vodka branding and identity design
Gold Star Vodka branding and identity design
Gold Star Vodka branding and packaging design
Gold Star Vodka branding and advertising
Gold Star Vodka branding and advertising design
no responses
Urban Tree Cidery
11/04/16

Urban Tree Cidery

Beverage Branding, Packaging & Interior Design

Urban Tree Cidery

With the vision to start a new legacy, while keeping an existing one alive, the founders of Urban Tree tapped Vigor to craft the identity for Atlanta’s first cidery. Our approach was to meld the urban with the rural in a medley worthy of representing the delicious product and the genuine love of Georgia. From packaging through identity and interior space, the Vigor team crafted the Urban Tree brand to become the legacy envisioned.

Urban Tree Cidery beverage branding and interior design by Vigor in Atlanta, Georgia

Challenge

The owner’s main challenge was to create a new brand that would communicate the genuine love for Atlanta, Georgia, and cider. The brand was purely a vision and an idea with no actual product yet in production. The Vigor team had to imagine the flavor profiles, identify the roots of the owner’s passions, and create a new beverage brand from the inside out.

Key Insights

  • Cider was on the rise in popularity with larger brands spearheading the charge.
  • Atlanta is a very tight-knit community with passion for the city and state, so local is a big sticking point that set Urban Tree apart from the big guys.
  • The two founders were both certified Master Cidermakers by one of the only places who offers such certifications located in London, England.
  • In order to control supply chain, the founders purchased a longstanding orchard in Northern Georgia keeping it from going under.

Solution

Finding the essence of the cidery’s passion was a simple task. The founder’s lived it and breathed it. They not only had an adoration for cider as a product, but also for Atlanta and Georgia. Their dream was to create a legacy that would grow and blossom into something much bigger. They not only wanted to start a legacy, they also felt compelled to perpetuate one in their purchase of a 100 year old Georgia orchard keeping it from failing.

With legacy as our focal point, the Vigor team began crafting packaging, identity, and interior design elements. The logo became the epicenter of the brand with its visual interpretation of urban meets orchard in an unforgettable “U” letterform.

The typography explored handcrafted to refined forms communicating the process of cider-making subliminally. Urban Tree’s packaging was an instant homerun with powerful colors and details that told the cidery’s story visually and verbally.

A tasting room would be Urban Tree Cidery’s brand experience immersion point. The interior design team at Vigor used the brand strategy as a basis for creating a space that would interpret, reinforce, and hero the brand’s passion and identity in a full sensory experience. The resulting space was a combination of memorable moments from the wood palette wall to the Georgia heritage wall all leading to the champion focal point of the full service bar that serves only Georgia-local beverages.

Date

2015

Format

Beverage, Alcoholic, Cider

Team Size

Client: 3  / Vigor: 7

Location(s)

Atlanta, GA

Urban Tree Cidery beverage branding and interior design by Vigor in Atlanta, Georgia
Urban Tree Cidery beverage branding and interior design by Vigor in Atlanta, Georgia
Urban Tree Cidery beverage branding and interior design by Vigor in Atlanta, Georgia
Urban Tree Cidery beverage branding and interior design by Vigor in Atlanta, Georgia
Urban Tree Cidery beverage branding and interior design by Vigor in Atlanta, Georgia
Urban Tree Cidery beverage branding and interior design by Vigor in Atlanta, Georgia
Urban Tree Cidery beverage branding and interior design by Vigor in Atlanta, Georgia
Urban Tree Cidery beverage branding and interior design by Vigor in Atlanta, Georgia
Urban Tree Cidery beverage branding and interior design by Vigor in Atlanta, Georgia
Urban Tree Cidery beverage branding and interior design by Vigor in Atlanta, Georgia
Urban Tree Cidery beverage branding and interior design by Vigor in Atlanta, Georgia
no responses
Bon Glaze
27/02/16

Bon Glaze

Restaurant Café Branding, Naming & Marketing

Bon Glaze

Husband and wife team had a decadent dream: Create an upscale doughnut experience. They travelled the globe finding the best recipes for their doughnut brand and when they felt they had curated the world’s best, they called on Vigor to make it a reality.

Bon Glaze doughnut coffee shop restaurant branding and package design by Vigor

Challenge

A wave of gourmet doughnuts was well underway when the team approached us. Some strong local names had established themselves as favorites which meant that we were behind the eight ball.

“Glaze” was the original name and the concept was sound. However, the name wasn’t legally available, nor did it start a story about the brand’s roots.

Bon Glaze coffee doughnut shop restaurant branding logo design

Solution

 

We found that the family’s roots could be traced to France, a country well known for confections. A natural correlation between those roots and the brand’s passion for decadent, experimental doughnut concoctions fell into place and informed the brand starting with the name.

Bon Glaze was created by the Vigor team as a way to keep the beloved “glaze” name, while adding the nod to French roots in a simple, poignant way. “Bon” means good, and can serve as a common greeting as in Bonjour.

The experimental ideal helped guide the design elements which features patches of patterns that imply variety and creativity. These pattern patches became a uniquely identifiable graphic system that tied the various brand touch points together perfectly. Colorful, berry-inspired color palettes elevated the brand to a more luxury feel when compared to the competing brands in market.

A jovial, playful tone of voice was introduced to the identity in the form of short, quippy one-liners meant to evoke smiles. These quips were strategically placed throughout the brand in unexpected places to create maximum effect.

Date

2016

Format

Cafe, QSR, Quick Service Restaurant, Coffee Shop

Team Size

Client: 2  / Vigor: 3

Location(s)

2 / Atlanta, GA

no responses
Banditos 2015 brand refresh
23/02/16

Banditos 2015 brand refresh

Restaurant Branding & Package Design

Banditos 2015 Brand Refresh

After operating for years with our initial restaurant brand identity design, this go-to spot in Baltimore’s Federal Hill neighborhood was ready for a refresh. Since opening the team at Bandito’s found their stride and honed the experience, the identity wasn’t too far off, but needed a kick.

Banditos bar and restaurant 2015 branding refresh by Vigor

Challenge

As with most rebranding initiatives, a complete departure from the incumbent design would’ve been a big mistake. Instead, we needed to hone the look and guide it in a direction more in line with what the experience had become: a mix of vintage Mexican and fun-loving flair. The identity would be heroed across new menu systems design and the launch of flagship sauces.

Solution

Originally Banditos was to be an exploration of classic Mexican street food brought to Baltimore. Over the years that morphed into a modern Mexican-inspired experience primed for having a good time. With that in mind we began the rebranding effort by reapproaching the brand’s color palette. Gone would be the cliche “Mexican” colors of beige, dark brown and oranges.

We introduced a color palette of fluorescents and vibrant pops. We then redesigned the brand’s typography to have a handcrafted more modern style. From there we crafted a collage of vintage Mexican iconography and smashed it with modern elements of the Southern Californian culture. This haphazard collage style became the staple for the new look.

A new menu system design was introduced across their main menu and specialty menus. Placemat style layouts were designed leveraging a simple grid and color usage for readability, while utilizing the typography family to create areas of intrigue. The opposite sides used brand iconography and the collage style as a hero element for the menu experiences.

Bandito’s had perfected their sauce lineup with two sauces: a red and a green. We collaborated with the team to develop names and package design to bring these to market. The red, which has a kick of spice, was named La Patada (that translates to “the kick” in Spanish.) The green sauce was named La Verdad which translates to “the truth.”

We simplified the collage style design into line art illustrations and leveraged the vibrant color palette and typography to create a fresh look for the packaging that’d grab the attention of one sitting at a table or bar.

Date

2015

Format

Full Service Restaurant, Bar

Team Size

Client: 3  / Vigor: 3

Location(s)

Baltimore, MD

Banditos bar and restaurant 2015 branding refresh by Vigor

Results

The sauces continue to sell out every batch, and the new look continues to take shape. Stay tuned for a 2016 refresh as we continue to keep Banditos at the forefront of trendsetting lifestyle.

Banditos bar and restaurant 2015 branding refresh by Vigor
Banditos bar and restaurant 2015 branding refresh by Vigor
Banditos restaurant hot sauce package design by Vigor
Banditos restaurant hot sauce package design by Vigor
Banditos restaurant hot sauce package design by Vigor
no responses
Johnny’s Pizza House
12/11/15

Johnny’s Pizza House

Restaurant Rebranding & Marketing

Johnny’s Pizza House

A pizza brand legendary in existing markets, but had no equity in new ones was in need of a rejuvenation from its core passion through how that passion is communicated to the world. Vigor helped find and fuel the brand’s point of differentiation: Sharing.

Johnny's Pizza House exterior design and architecture concept

Challenge

The Johnny’s Pizza House challenge was multi-faceted. The brand was communicating with a dated image that had no elements of differentiation in an aggressive category in the restaurant industry. The Vigor team needed to figure out what made the Johnny’s Pizza House brand experience completely unique and what got people so passionate about it. In addition, the Vigor team was challenged to:

  • Pinpoint key elements of the existing brand that had strong brand recognition in current markets.
  • Garner understanding and key insights on what the true
    passion for Johnny’s Pizza House was for customers and
  • Craft a repositioning strategy for the brand’s future including a implementation into new units and retrofitting existing units.
  • Redesign the brand identity with a focus on maintaining elements with brand equity while reinforcing the new passionate purpose.
  • Develop a robust toolkit for building upon the brand touch points across multiple media.
  • Create a vibrant image of owned graphic elements that can be applied across new markets to create brand awareness and loyalty rapidly.
  • Rethink the marketing strategy to reduce dependence on deal marketing initiatives.

Key Insights

Pizza is a hard sector to be in. Easily brands are reduced to deal marketing in order to edge out competition. Johnny’s was no different, but they had something more the brand–36 units strong, 10 of which were franchised– had yet to identify and bolster. At the heart of the concept was a deeper purpose they were living without even realizing it: Community spirit and giving back. Johnny Huntsman started his pizza restaurant because he couldn’t fit people in his home any longer. He gave so much it became necessary to add space. The brand was built on this passion.

Solution

Our key insights garnered from our discovery work found that beyond delicious pizza, the people in every locale loved Johnny’s because they were incredibly ingrained in the community. Whether it was concessions at children’s sporting events, or generous fundraising opportunities, every Johnny’s location gave a lot to the community. It all stemmed from Johnny himself, an icon who doesn’t have a lot of time left with us. The team realized the need to immortalize Johnny in spirit, so with a focus on their newly defined passionate purpose the Vigor brand team got to work on delicately shifting the restaurant’s momentum. The ideal of Let’s Share a Slice™ was established.

Through our efforts we crafted a new brand identity that captured the spirit of sharing through the eyes of Johnny. This beacon of giving was easily grasped by the internal stakeholders, which made it easy to onboard the employee-owned company 100+ strong. With their buy-in, the rollout was not only smooth, but also highly successful. The first location to carry Vigor’s newly designed look opened with the largest numbers ever in the history of the restaurant.

The Vigor team compiled the brand’s graphic elements from logo sets, typography, and colors, to tone of voice and interior design elements. The toolkit allowed for current locations to easily begin retrofitting the look while new locations could build unique experiences that stayed in brand.

Date

2015

Format

Fast Casual, Pizza

Team Size

Client: 6  / Vigor: 8

Location(s)

Monroe, LA (HQ) – 44 Units

Johnny's Pizza House rebranding strategy before and after
Johnny's Pizza House rebranding strategy
Johnny's Pizza House rebranding strategy packaging design
Johnny's Pizza House rebranding strategy

Project Notes & Results

  • The rebranding campaign won recognition from the American Marketing Association in the form of an AMY Award in early 2015
  • The flagship location which was the first to carry the completely new identity launched with the biggest day in sales the brand has ever seen
  • Johnny’s below-the-line marketing studio has been successfully implementing the brand throughout other touch points using the brand standards successfully showcasing a unified front moving forward into the future
Johnny's Pizza House rebranding strategy logo designs
Johnny's Pizza House rebranding strategy marketing strategy design
Johnny's Pizza House rebranding strategy menu design
Johnny's Pizza House rebranding strategy website design
Johnny's Pizza House rebranding strategy architectural design
Johnny's Pizza House interior design and branding
Johnny's Pizza House interior design and branding
Johnny's Pizza House interior design and branding
no responses
ShoreFyre Fresh Grill & Bar
27/07/14

ShoreFyre Fresh Grill & Bar

Restaurant Branding & Marketing

ShoreFyre Fresh Grill & Bar

Having to pull away from a failing franchise brand, the owners of a Waikiki mainstay needed a restaurant brand and concept that would sink in with locals and tourists alike. Vigor was tapped to create a cross-culture experience that would encapsulate the Waikiki atmosphere.

ShoreFyre fast casual restaurant branding by Vigor

Challenge

One of the last locations to still be operating under the brand of a failed franchise system, the ownership of this Waikiki staple had a number of issues to overcome and traverse with a rebrand.

  • Create a fresh restaurant concept that would appeal to the local and tourist markets. The tourist market spanned primarily Japanese and Americans, and needed to speak to both.
  • Reconfigure the restaurant’s offering to successfully pull in beach-goers for breakfast, lunch and dinners.
  • Develop a name and brand identity for the restaurant that would be unique, noticeable and memorable in the overcrowded Waikiki space.

Key Insights

Although there are plenty of food options in Waikiki the market still craved that hole-in-the-wall, secret spot that served delicious food and drinks. Everyone wants to be in-the-know and the restaurant’s location offered that off the beaten path escape that would entice explorers while servicing locals with that “break da mouf” food they’d brag about to everyone. If we could create a name and identity that would scream “beach” without being hokey, while crafting an overall look and feel that would easily become a special part of anyone’s vacation, we knew we’d have a successful concept.

Solution

We took inspiration from classic and modern imagery of Waikiki and Hawai’i. We wanted to combine the beauty of the beach and Hawai’ian culture with the ownership’s love of delicious food and drink. The resulting name was ShoreFyre, a combination of a play on a classic word meaning “guaranteed” mixed with homophones to inject beach-related verbiage. With the name the Vigor team conjured up imagery of beach barbecues, fire, and the ocean with a subliminal guarantee of goodness.

The name and inspiration spawned more imagery that fueled the design team’s strategies. Wood textures, iconography inspired by Waikiki lifestyle, and combinations of cool, warm, and sand colors collided to create a graphic language truly owned by the brand. The design elements were easily used to expand every touch point for ShoreFyre thereby creating unique, memorable elements that worked in unison to tell the brand’s story.

From website through takeout packaging, digital menu boards to printed promotional signage, the ShoreFyre brand identity design has become a gem in the Waikiki brandscape.

Date

2014

Format

Fast Casual

Team Size

Client: 2  / Vigor: 3

Location(s)

Honolulu, HI

ShoreFyre fast casual restaurant branding by Vigor
ShoreFyre fast casual restaurant branding by Vigor
ShoreFyre fast casual restaurant branding by Vigor
ShoreFyre fast casual restaurant branding by Vigor
ShoreFyre fast casual restaurant branding by Vigor
ShoreFyre fast casual restaurant branding by Vigor
ShoreFyre fast casual restaurant branding by Vigor
no responses
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