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
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
Flying Biscuit Cafe
12/11/13

Flying Biscuit Cafe

Restaurant Rebranding & Marketing

Flying Biscuit Café

Atlanta’s own staple breakfast brand had lost its identity through the process of acquisition by a larger company. The jolt of the transition had left franchisees jaded, and patrons wondering, “what happened?” Vigor dove in with a focus on finding what was lost.

Flying Biscuit Cafe rebranding and marketing website design

Challenge

Flying Biscuit had a legacy brand notion with the core market of Atlanta. Although the brand had grown outside of the area, its growth had halted both in franchising and in AUV. The cause of the issue was a lack of brand passion. Something had been lost in the transition from the original ownership to the new.

  • Pinpoint the one truism that had gotten people to fall in love with Flying Biscuit Café.
  • Reinvigorate that passion point within the company, across franchisees, and into the market
  • Increase customer satisfaction and AUV across the brand
  • Onboard other partner companies with the refreshed direction and position

When a brand loses its wind it must start within the four walls and work its way out. Within the four walls of Flying Biscuit was a general feeling of mistrust and skepticism of the new ownership. The franchisees didn’t feel like the company was on their side.

The deeper issue was a loss of passion throughout the organization and brand. That spark that made Flying Biscuit Café an Atlanta staple had gone out. It was the team’s focus to find it, ignite it, and fan that passionate flame so Flying Biscuit could once again grow and cyclically attract new trials while reinforcing loyalty amongst its advocates.

Key Insights

Flying Biscuit’s spark was found in the stories of the first location in a quaint, tightly knit neighborhood called Candler Park. What the Vigor team found was that this community was the quintessential Flying Biscuit world. It was alternative, but outgoing. It was free-spirited, but hospitality was at its core. It was a true blend of Southern hospitality and metropolitan life. This culmination of today’s Atlanta sparked a passionate purpose that Vigor would use to change the tide for the brand: Southern charm with a twist of fun. This was Flying Biscuit Café’s missing link to the people inside and outside the organization.

Flying Biscuit Cafe rebranding and marketing logo design

Solution

With a passionate purpose firmly set, the design team at Vigor took to rebranding the restaurant. However, a complete overhaul was out of the question. So much equity had been built behind the iconic cherub and brand color palette. The situation demanded refreshing the look to pull in that passionate purpose without losing its roots. Vigor’s solution was to update the core illustration using a fresh, art-inspired direction.

The cherub would be smiling as always, but replacing the dish of biscuits would be the tools of the baker’s trade: a wire whisk and a rolling pin. This was a strategic move that helped pull “biscuits” away from consumer’s thinking this was their only mainstay. Since the biscuit recipe was in flux at the time, this was an important move to imply fresh made breakfasts and dinners, without being blatant. Secondly the cherub’s wing would go purple. This was to reflect the off-kilter attitude of the brand; that twist of fun.

The ink and watercolor illustration style helped set a new direction and mood for the rest of the brand identity. The brand’s color palette was slightly modified to inject more warmth. The cold lilac color used to date was altered to be a warmer purple. This matched the palette more creating a natural unity while upping the vibrancy of any design touch points.

The rebrand would start to see life in two key areas: a new website and a marketing initiative focused on bring people back to the table. The website would be a simple redesign of the current content while laying the foundation for growth. The marketing effort would focus on getting people to interact with the brand in a natural, but effective way. Participation was key.

Participation was found by tapping the brand’s legendary cookbook. Since Flying Biscuit Café was turning 20, the cookbook would be the one piece of the brand people loved to take with them. Why not redesign the cookbook, but let the people who love Flying Biscuit at their own Southern charm with a twist of fun?

The Vigor team helped launch a user-generated campaign to gather Biscuiteer’s–the new name for Flying Biscuit advocates–recipes in a sweepstakes-like campaign. Table tents, posters, social media posts, and more drove these people to the new website where they could upload their recipes to be voted on by the people. Voting would be tallied at the end of the campaign with winners from each store being selected for inclusion in the book. The book would carry their names and locals with their very own recipe to go down in Flying Biscuit history.

Date

2013

Format

FSR, Full Service, Midscale, Fast Casual, Café, Bakery

Team Size

Client: 3  / Vigor: 6

Location(s)

Atlanta, GA (HQ) – 15 units

Flying Biscuit Cafe rebranding and marketing website design
Flying Biscuit Cafe rebranding and marketing poster design
Flying Biscuit Cafe rebranding and marketing table tent design
Flying Biscuit Cafe rebranding and marketing apparel design and book publication design
Flying Biscuit Cafe rebranding and marketing tabletents and instore marketing
Flying Biscuit Cafe rebranding and marketing menu design and email marketing
no responses
Bazaria (Bezoria) Restaurant
05/11/13

Bazaria (Bezoria) Restaurant

Restaurant Branding & Marketing

Bazaria (Bezoria) Restaurant

A successful franchisee of two restaurant brand concepts decided it was time for him and a partner to explore building their own experience. Levantine/Middle Eastern cuisine in a fast casual format was the vision. They teamed up with Vigor to put their vision into reality.

Bazaria Bezoria mediterranean fast casual restaurant branding and design

Challenge

Starting with a clean slate is always an excellent opportunity. With little competition in the Atlanta market, and a team of restaurant veterans behind the helm the challenge was focused and attainable.

  • Find a way to creatively communicate the cuisine without using “Middle Eastern” due to negative connotations the term possesses in market
  • Establish a passionate purpose for the new restaurant brand that would help focus design and operations decisions and drive future growth
  • Use the passionate purpose to create a name and brand identity for the new restaurant experience
  • Furnish the team with key assets to be used throughout marketing, interior design, and various other brand touch points

Key Insights

The new restaurant had only cuisine to focus their efforts on. They were passionate about bringing this cuisine to the Atlanta market, but doing it in a way that would make it hard for others to grab market share away from them. By using Vigor’s proprietary restaurant branding process, the team was able to dig deep into what made the owner’s so passionate about Levantine food. For them eating the food was akin to visiting one of the legendary marketplaces in the Middle East and Levantine area. These marketplaces were full of spices, colors, aromas, textures, and energy not found anywhere else. In this emotion was where the passionate purpose was found.

Solution

The brand’s passionate purpose, a flavorful journey through Eastern Mediterranean cuisine, set a laser site on instilling the Middle Eastern marketplace as the epicenter of the brand. We needed to take this marketplace idea and modernize it into a restaurant experience unlike any other.

Starting with the restaurant’s brand name, the Vigor team got to work on deeper research on the marketplaces historical and modern. These marketplaces went by other names: bazaars, tsouks, and markets. Throughout history there have been many of them, but the most renowned was a tsouk in Damascus called Bezorya (sic). By combining the tsouks name with a more common term, Bazaar, the Vigor team had created a name that was easy to say, spell, and remember. Bazaria was born.

The more tedious challenge was to create a way to explain the cuisine without saying “Levantine” or “Middle Eastern.” Levantine was a relatively unknown geography to the Atlanta market, and Middle Eastern had negative connotations and feelings that could’ve deterred people from trying the new restaurant concept. Our solution was to list out the three major menu items of which the team was most proud: pita bread, kebabs, and shawarma.

Bazaria Bezoria mediterranean fast casual restaurant branding and design

The key insights, research, and passionate purpose all fueled the design of an identifying mark that captured the bazaar experience in a fresh, distinctive way. A series of charms were designed and positioned into a circle surrounding a hand-drawn script typeface that would become the visual battle-cry for Bazaria. These charms also created a visual language the brand could own.

The brand color palette was a pastel version of common colors of spices found in Middle Eastern tsouks. It translated well into other marketing and design elements including interiors, advertising and website.

With the selection of suggested brand typography as the final touch, the Vigor team furnished Bazaria with all the elements necessary to go to market, activate their brand, and start operating with a fresh, vibrant, memorable brand identity and purpose.

Date

2013

Format

Fast Casual, QSR, Quick Serve

Team Size

Client: 2  / Vigor: 3

Location(s)

Atlanta, GA

Bazaria Bezoria mediterranean fast casual restaurant branding and design
Bazaria Bezoria mediterranean fast casual restaurant branding and design
Bazaria Bezoria mediterranean fast casual restaurant branding and design
Bazaria Bezoria mediterranean fast casual restaurant branding and design

Project Notes & Results

  • Bazaria opened in late 2014 in Midtown Atlanta after securing a prime retail location.
  • For reasons not communicated, the ownership decided to change the name of the restaurant to Bezoria and also changed the corresponding logo design. The strategy remains intact.
Bazaria Bezoria mediterranean fast casual restaurant branding and design
Bazaria Bezoria mediterranean fast casual restaurant branding and design
no responses
ViewHouse Restaurant & Bar
17/03/13

ViewHouse Restaurant & Bar

Restaurant Branding & Naming

ViewHouse Restaurant, Bar & Rooftop

A seasoned veteran of the nightlife industry in Denver had his sights set on a new location and a concept outside his comfort zone. Marketing and building clubs are one thing, but restaurants are a different breed. He sought the restaurant branding experts at Vigor to offer a new view on this soon-to-be Denver landmark.

ViewHouse restaurant and bar branding, naming and design in Denver Colorado

Challenge

Never having visited the Denver market, the Vigor team was challenged to develop a name and identity for the new restaurant concept that would resonate with the population. The new restaurant had to properly portray and convey the unique experience while building intrigue. Furthermore it had to look completely different from the nearby, longstanding competition. Our work was cutout for us.

Key Insights

Denver had plenty of clubs, and a number of dive bar experiences, but what it really lacked was that in between experience. The market yearned for a restaurant and bar that would have a fun energy with craft food and beverages, all in an environment primed with views and sports.

Solution

The power of Vigor’s proprietary restaurant branding process was utilized in the development of ViewHouse’s brand. Starting with extensive interviews and market research, Vigor developed the brand’s core brand platforms upon which the identity was built. Before jumping into the look and feel, however; Vigor leveraged the insights to craft a number of potential names. The winning name, ViewHouse, set the stage for a compelling brand identity sparked by Vigor’s design excellence.

In the month’s leading up to the opening of ViewHouse, the Vigor team worked diligently on creating aggressive advertising and marketing messaging. One-liners like “New Views, New Brews” and “ViewHouse = Your House” stuck in the market’s minds effectively building buzz and interest.

After developing the key touch points and setting the standards for design and brand, Vigor oversaw the creation of other marketing elements done by the in house. To date, Vigor’s restaurant brand experience is often tapped to ensure the restaurant stays in-brand and effective.

Date

2013

Format

Full Service, FSR, Bar

Team Size

Client: 4  / Vigor: 4

Location(s)

Denver, CO

ViewHouse restaurant and bar branding, naming and design in Denver Colorado
ViewHouse restaurant and bar branding, naming and design in Denver Colorado
ViewHouse restaurant and bar branding, naming and design in Denver Colorado
ViewHouse restaurant and bar branding, naming and design in Denver Colorado
no responses
Modern
17/01/13

Modern

Restaurant Branding & Marketing

Modern

Grandiose visions require equally grandiose visionaries; those who think differently. The focus of this restaurant’s brand laid in the name itself: Modern. Defining a generic name as a must-see restaurant destination required new thinking. Vigor’s expertise in visionary brand identity design injected more possibilities into Modern’s visionary restaurant experience.

Modern Restaurant & Bar branding & marketing in Atlanta by Vigor

Challenge

The partners of Modern wanted to make a statement in the Buckhead dining scene. By bringing back the levels of service upscale restaurants used to provide, coupled with award-winning caliber cuisine and an interior space that was unprecedented, Modern needed only an identity to interpret the offering. Our focus was on designing an identity that would simultaneously define Modern’s unique experience offering, while drawing the attention of a fickle, trend following marketplace.

Solution

Starting in May of 2012, Vigor began designing key touch points for the restaurant’s brand. It began with an ultra-Modern logo, then fed into web site, signage, menus and uniforms.

We built up the opening with a teaser website and outdoor banners that eluded to the new restaurant’s vibe. Then, with only a two week’s notice, we pulled together a series of opening events that were wildly successful pulling in Atlanta celebrities and pro athletes alike.

After opening, Vigor played a role in marketing and advertising as we tried to squeeze as much return as possible from a astoundingly low budget.

Advising on marketing tactics, promotions, advertising and heavy social media, the Vigor team attempted to steer the ship towards an ever building success.

Date

2012

Format

Full Service, FSR, Bar

Team Size

Client: 4  / Vigor: 4

Location(s)

Atlanta, GA

Modern Restaurant & Bar branding & marketing in Atlanta by Vigor
Modern Restaurant & Bar branding & marketing in Atlanta by Vigor
Modern Restaurant & Bar branding & marketing in Atlanta by Vigor
Modern Restaurant & Bar branding & marketing in Atlanta by Vigor
Modern Restaurant & Bar branding & marketing in Atlanta by Vigor
Modern Restaurant & Bar branding & marketing in Atlanta by Vigor
Modern Restaurant & Bar branding & marketing in Atlanta by Vigor
Modern Restaurant & Bar branding & marketing in Atlanta by Vigor
Modern Restaurant & Bar branding & marketing in Atlanta by Vigor
no responses
Seven Hens
22/11/12

Seven Hens

Restaurant Branding & Naming

Seven Hens

“Do you know what a Schnitzel is?,” a voice says on the telephone line. “Yes, we love it!,” we replied quite emphatically. “Well, we want to open a restaurant based on it. So, where do we go from here?” That was the first call with the guys from a restaurant that would become known as Seven Hens.

Seven Hens (7 Hens) restaurant branding and marketing by Vigor

Challenge

We may have known what a schnitzel is, but that doesn’t mean the marketplace does. Our largest hurdle would be educating the public on the cuisine while concurrently building new trials and establishing a strong brand presence from the start.

Key Insights

Although schnitzel was unique, that wasn’t necessarily a good thing. Competition reduces the need for education when it comes to brand awareness and communications. For Seven Hens we had to create intrigue in our audience in order for them to want to learn more. We knew that wanderlust runs deep within a large portion of the millennial market, so tapping that emotion and tying it to the culinary picture would be a good way to education and entertain simultaneously.

Solution

Through our proven restaurant branding process, we were able to extrapolate the key elements that made Seven Hens truly different beyond the fact that schnitzel hadn’t yet landed in Atlanta. We identified the passion of the brand and created a strategy to bolster it and communicate it starting with the name.

The schnitzels were going to be inspired by world cuisines. Seven countries would be represented. In order to keep the concept away from other chicken-focused concepts, we decided using the word “chicken” in the name would be a no-go. Instead, we implied the higher quality of bird used in the food, along with the seven countries in a memorable name: Seven Hens.

The name allowed the creative team to design a logo that “said” Seven Hens visually. With the logo as a base, the brand was developed across every touch point possible. Rather than slapping logos everywhere, the Vigor team approach each opportunity as a new way to extend the brand’s voice visually.

Imagery like chicken wire patterns, black washed wood, white washed wood all were pulled in to nod towards common hen house materials without being blatant. This created an Americana feel that served as a strong basis for injections of cultures much like America’s melting pot population.

Date

2012

Format

Fast Casual, QSR, Quick Serve

Team Size

Client: 3  / Vigor: 4

Location(s)

Atlanta, GA (2 Units)

Seven Hens (7 Hens) restaurant branding and marketing interior design by Vigor
Seven Hens (7 Hens) restaurant branding and marketing interior design by Vigor

Results & Project Notes

Seven Hens opened to the public July 13th, 2012. Already the logo has been selected for inclusion in the Communication Arts 2012 Design Annual published September of 2012 as well as the second volume of I Heart Logos.

The brand has expanded to two units in the Atlanta Metro area with franchising and other units in the works.

Seven Hens (7 Hens) restaurant branding and marketing by Vigor
Seven Hens (7 Hens) restaurant branding and marketing website design by Vigor
Seven Hens (7 Hens) restaurant branding and marketing interior design by Vigor
Seven Hens (7 Hens) restaurant branding and marketing packaging design by Vigor
Seven Hens (7 Hens) restaurant branding and marketing menu design by Vigor
Seven Hens (7 Hens) restaurant branding and marketing by Vigor
Seven Hens (7 Hens) restaurant branding and marketing menu design by Vigor
no responses
Yum Bunz
07/09/12

Yum Bunz

Restaurant Branding & Marketing

Yum Bunz

When Mike Blum, renowned brainchild behind ChowBaby, embarked on his new concept, he wanted to make a statement. A name, logo and some basic touch points had already been designed, but the statement was falling flat. He decided it was time to invigorate his restaurant’s brand.

Yum Bunz startup restaurant branding and marketing by Vigor

Challenge

Although the core elements of the restaurant’s brand had already been set in stone and couldn’t be touched a blatant visual disconnect between the visual identity, the interior experience and Mr. Blum’s vision for Yum Bunz existed. We had to rope together new touch points that would connect the identity with the physical experience in a way that was unforgettable.

Solution

Vigor’s solution was to establish the key elements of the owner’s true vision. By establishing those points formally, the Vigor team began redesigning and altering different parts of the restaurant’s brand touch points to align appropriately. We also took the reigns on designing new elements that would build the brand’s visual identity and deliver the right vibe. This can be seen in the design and strategy behind the restaurant’s soda fountain design, restrooms signage and the design of the table/order numbering elements.

Beyond the brand, Vigor began equipping the Yum Bunz marketing team with key buzz building pieces including direct mailers, VIP cards, and more.

Date

2012

Format

Fast Casual, QSR, Quick Serve Restaurant

Team Size

Client: 2  / Vigor: 3

Location(s)

Atlanta, GA

Yum Bunz startup restaurant branding and marketing by Vigor
Yum Bunz startup restaurant branding and marketing by Vigor
Yum Bunz startup restaurant branding and marketing by Vigor
Yum Bunz startup restaurant branding and marketing by Vigor
Yum Bunz startup restaurant branding and marketing by Vigor
Yum Bunz startup restaurant branding and marketing by Vigor
no responses
1542 Gastropub
15/04/12

1542 Gastropub

Restaurant Rebranding

1542 Gastropub

1542 Gastropub was a rebirth and reimagining of a local Baltimore full service restaurant called The Reserve. The Vigor team was retained to develop a brand that communicated the vibe and level of cuisine and beverage offering to be expected from the revitalized restaurant.

1542 Gastropub restaurant advertising branding menu design in Baltimore, MD

Challenge

Vigor was challenged with developing a logo and identity in only a few, short days. The logo had to capture the new, updated vibe while serving as a remarkable identifier that stood out from the street.

Our job was to design the restaurant’s brand identity from logo and sign direction through apparel, menus and other areas where there was opportunity to bolster the message and vibe.

Solution

Vigor rapidly garnered an understanding of how the restaurant was currently positioned, and exactly what changes were underway to turn it into 1542. The location was a well-renovated turn of the century building with exposed brick and a lot of character. The concept itself was to be a contemporary, American-style Gastropub. Good food, great beer selection, and an amazing experience. The cuisine was spearheaded by Chef Cyrus Keefer who has built a name for phenomenal fare.

Our design direction pulled inspiration from the classic, traditional vibe. Leveraging typography with a load of character. The numerals became the focal point of the logo wrapped with a design that drives the classic feel home.

With the logo set, we began designing different treatments for each of the brand touch points. From the outdoor sign to the apparel for staff, the 1542 Gastropub brand identity builds.

Date

2012

Format

Full Service, FSR, Bar

Team Size

Client: 2  / Vigor: 4

Location(s)

Baltimore, MD

1542 Gastropub restaurant advertising branding in Baltimore, MD
1542 Gastropub restaurant advertising branding in Baltimore, MD

Project Notes & Results

The concept opened March 2012 with much buzz building quickly. Over the course of two months, the Vigor team implemented aggressive marketing and advertising that increased the appraised value of the restaurant space. The result was a higher purchase price for the investors.

1542 Gastropub was sold to new investors and currently operates as a different concept.

1542 Gastropub restaurant advertising creative in Baltimore, MD
1542 Gastropub restaurant website design and email marketing digital reative in Baltimore, MD
no responses
Maple Donuts
17/12/11

Maple Donuts

Restaurant Rebranding

Maple Donuts

Sometimes you come across a brand that has so much potential, but it’s absolutely atrocious. Such is Maple Donuts. I grew up in York, Pennsylvania and ever since I fell in love with design, I’ve had my eyes set on this donut shop’s brand. So, with some free time, I decided to challenge myself with a rebrand of this multi-location donut shop.

Maple Donuts rebranding design in York, PA by Vigor

Challenge

The challenge was to push the Maple Donuts brand into the now without losing its longstanding heritage and brand recognition in the central Pennsylvania market.

Solution

By maintaining similar design elements, we were able to keep the brand rooted and maintain recognition. The orange maple leaf and script typeface were the foundations of the brand. We updated the design of them to be simpler and, therefore, easier to visually digest. We added to the image by designing donut shapes of varying colors that form an “M” mark with the orange maple leaf being the centerpiece. The final addition to the brand was a graphic treatment of wood grain to symbolize the maple tree derivative.

The updated brand is a nod to retro, but still modern. We designed supporting brand touch points to reflect how the brand could easily grow with witty one-liners, and use of the brand identity’s mark elements as patterns and accoutrements on printed pieces.

Date

2011

Format

Bakery, Doughnuts, QSR

Team Size

Client: o  / Vigor: 1

Location(s)

York, PA

Maple Donuts rebranding design in York, PA by Vigor
Maple Donuts rebranding design in York, PA by Vigor
Maple Donuts rebranding design in York, PA by Vigor
Maple Donuts rebranding design in York, PA by Vigor
no responses