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
Banditos Bar & Kitchen
01/05/12

Banditos Bar & Kitchen

Restaurant Branding & Marketing

Banditos Bar & Kitchen

After the successful restaurant branding of 1542 Gastropub, the owners tapped Vigor once again, but this time they didn’t want upscale. They wanted to create a Tacos & Tequila bar concept in Baltimore, Maryland’s thriving Federal Hill neighborhood. So, we loaded up the six shooter, put on our mustaches and sombrero, and started lighting up this new restaurant and bar brand.

Banditos Bar & Kitchen restaurant branding and marketing by Vigor

Challenge

Our core challenge was to design something that didn’t bludgeon the market with cliche, but instead lean on stereotypical Mexican themes in a new way. We wanted to showcase the tequila in a more upscale way, but maintain an approachable street style food angle.

Solution

We took the Banditos angle and worked it into a melding of modern art meets cliche. With imagery of old movies used as a base, we created a high contrast duotone treatment that gave it some color. We mixed this artful treatment with illustrated icons of common bandito imagery: mustache, bullets, six shooters, bottles of booze, skulls, coffins, etc.

Date

2012

Format

Full Service Restaurant, Bar

Team Size

Client: 3 / Vigor: 4

Location(s)

Baltimore, MD

Banditos Bar & Kitchen restaurant branding and marketing by Vigor
Banditos Bar & Kitchen restaurant branding and marketing by Vigor

Results

The logo’s elements are easily broken into a dynamic set of icons that can be interchanged to make the restaurant’s identity fluid. The identity quickly caused demand for apparel, shirts and other accessories boosting and extra form of revenue. The restaurant opened in early July 2012 and we continue to work with the team to build and market this new restaurant brand.

Have a look at our latest brand refresh of Banditos

Banditos Bar & Kitchen restaurant branding and marketing by Vigor
Banditos Bar & Kitchen restaurant branding and marketing by Vigor
Banditos Bar & Kitchen restaurant branding and marketing by Vigor
no responses
GRYLT
16/08/11

GRYLT

Restaurant Branding & Naming

GRYLT

Sure Hawaii brings with it a ton of imagery. Too cliche for a brand that wants to be national. Fresh food. Healthy options. Affordable prices. Too good to be true? No way. Now they needed a brand starting with a name.

GRYLT restaurant branding, naming and marketing in Honolulu Hawaii by Vigor

Challenge

“Simply Grilled” was the working title for this restaurant redevelopment and it was simply mundane. The challenge here was to develop a concept and brand that superseded the expected cliches of Hawaii without losing its roots. They needed a name, a brand, a format, a complete identity: EVERYTHING.

Solution

In a situation like this, you have to go out there. You need to shed the expected and the knee-jerk ideas and push the limits. This place needed a name and brand that was as fresh as the food itself. From the fires of the grill came our inspiration: GRYLT.

With the name as the foundation, we built the restaurant’s identity with a rough/grilled style. Vibrant colors that pop loudly attract attention and still scream “fresh,” “new,” “healthy” and “bold.” The color palette and graphic treatments extended into the many touch points for the brand including posters, take out materials, menu systems, marketing and advertising.

The interior and exterior treatments followed the brand’s graphic standards with color and treatments that extended the restaurant’s original idea.

Date

2011

Format

Fast Casual, QSR, Quick Serve

Team Size

Client: 3  / Vigor: 4

Location(s)

Honolulu, HI (3 units)

GRYLT restaurant branding, naming and marketing in Honolulu Hawaii by Vigor
GRYLT restaurant branding, naming and marketing in Honolulu Hawaii by Vigor
GRYLT restaurant branding, naming and marketing in Honolulu Hawaii by Vigor
GRYLT restaurant branding, naming and marketing in Honolulu Hawaii by Vigor
GRYLT restaurant branding, naming and marketing in Honolulu Hawaii by Vigor
GRYLT restaurant branding, naming and marketing in Honolulu Hawaii by Vigor
no responses
Gas Station Kitchen & Bar
07/01/10

Gas Station Kitchen & Bar

Restaurant Branding & Design

Gas Station Kitchen & Bar

A long time staple of the Hershey area had ran its course. It was time for a change. After a larger fine dining brand moved to town the stage was set for a new concept to be born. The Gas Station gastropub experience was born.

Gas Station Kitchen & Bar restaurant branding in Hershey, PA by Vigor

Challenge

Al Meditteraneo had been a fine dining Italian restaurant for over 12 years. The key challenge was to close the restaurant for two months, build a brand, generate buzz, and reopen with a new concept. The new concept had to be more approachable with a bigger focus on bar sales without losing the cuisine business.

Solution

Renovating the image and physical location of this modern chic industrial feeling gas station wasn’t going to be easy. We knew that we had to maintain that chic feeling while tying in a bit of a vintage gas station feeling. However, we couldn’t be hokey.

Vigor designed a mark that set the precedent for the rest of the identity as seen throughout every brand touch point.The mark was supported with two typefaces that took their direction from vintage style typography, but had a modern flair that tied the vibe together perfectly.From the inception of the logo Vigor worked tirelessly to develop and design each piece of the identity with the same unique, unexpected attention to detail as the logo itself.

Date

2009

Format

Full Service, FSR, Bar

Team Size

Client: 2  / Vigor: 4

Location(s)

Hershey, PA

Gas Station Kitchen & Bar restaurant branding in Hershey, PA by Vigor
Gas Station Kitchen & Bar restaurant branding in Hershey, PA by Vigor
Gas Station Kitchen & Bar restaurant branding in Hershey, PA by Vigor
Gas Station Kitchen & Bar restaurant branding in Hershey, PA by Vigor
Gas Station Kitchen & Bar restaurant branding in Hershey, PA by Vigor
Gas Station Kitchen & Bar restaurant branding in Hershey, PA by Vigor
no responses
202 Market
15/10/08

202 Market

Restaurant Branding, Naming, & Marketing

202 Market

When an expert chef contacts you about his new venture, you can’t help but be flattered and super-charged about the opportunity. Spearheading an urban revival in Roanoke, VA, 202 Market was on the threshold of being Roanoke’s premier nightlife and dining experience. Chef Chad Scott and team called in Vigor to design a brand, create an experience and build buzz around the to-be-iconoclast.

202 Market restaurant, bar and club branding in Roanoke, VA by Vigor

Challenge

 

A culinary master, Chef Chad Scott, was building his vision of a restaurant experience in a small city in central Virginia. Roanoke was in for an experience unlike any other. After assessing the situation we quickly realized the budget was overspent on ineffective media, the restaurant wasn’t staffed, there was no tangible plan in place and there wasn’t much time to make it happen.

The initial challenge was staffing, building buzz and crafting the restaurant’s brand. Once opened, we would steadily increase traffic while helping to reduce overhead.

Solution

Vigor’s solution to the complex challenges posed by 202 Market was an integrated approach to design, branding and marketing.

First, Vigor immediately reduced superfluous budget spending allotted for traditional medias like billboards and print advertising. With the newly freed budget, Vigor was able to craft messaging and leverage the proper medias for build buzz and quickly staff the location.

With the location staffed, we turned our heads to developing a plan for opening and post-opening marketing. We knew the location was so large, that it actually had four different experiences. It only made sense we name and brand each experience to set the stage for focused marketing efforts. This birthed the additional identities of 202; Kitchen, The Loft and CityBar.

We used the initial logo design and expanded it into the accompanying experiences. The brand was developed throughout the design of the restaurant’s menus, employee uniforms, business stationery and media kit materials, website, and various interior design elements including wayfinding signage, art tags, and even the bathroom signs. Everything about 202 was designed with purpose and punch.

Using a multifaceted approach, we marketed 202 and it’s many experiences through printed posters and fliers, email marketing, and website marketing. We helped promote events, and consulted on the best ways to brand featured events, new menus, and the various other happenings at this destination restaurant, bar, and club.

Date

2008

Format

FSR, Full Service, Bar, Club

Team Size

Client: 4  / Vigor: 7

Location(s)

Roanoke, VA

202 Market restaurant, bar and club go to market strategy launch by Vigor

Solution

202 Market quickly won awards and steadily increased revenue from day one. The venue started attracting national acts. The uniforms designed by Vigor were frequently asked for purchase or even stolen along with the bar top menus. Talk about participation!

202 Market restaurant, bar and club branding and advertising menu design in Roanoke, VA by Vigor
202 Market restaurant, bar and club branding and advertising in Roanoke, VA by Vigor
202 Market restaurant, bar and club branding and advertising in Roanoke, VA by Vigor
202 Market restaurant, bar and club branding and advertising in Roanoke, VA by Vigor
no responses
Tuscano Trattoria
17/04/07

Tuscano Trattoria

Restaurant Branding

Tuscano Trattoria

Tuscano was a new venture, not only in its concept, location, and size, but for its owners who wanted to bring the authentic tastes of Tuscany to America beyond the confines of a “pizza shop” style eatery. The history and lineage of the recipes was as important a story to tell as the dining experience itself.

Tuscano Trattoria restaurant branding & design in Harrisburg, PA by Vigor

Challenge

Launch a new Italian restaurant brand that would stand out from the multitude of similar concepts while simultaneously getting the spot opened on time and on budget.

Solution

We crafted an identity that demonstrated ties to its history while remaining contemporary and timeless. This identity theme flourished into aged menus and imagery that proliferated throughout the restaurant marketing. The experience is known to be authentic by the restaurant’s patrons. It’s known as real Italian food made by real Italians.

Vigor’s expert chef consultant developed new, refreshed Italian dishes optimized for operations. We then staffed the kitchen and trained them appropriately over the course of two months past opening.

Date

2007

Format

Full Service, FSR

Team Size

Client: 2  / Vigor: 4

Location(s)

Harrisburg, PA

Tuscano Trattoria restaurant branding & design in Harrisburg, PA by Vigor
Tuscano Trattoria restaurant branding & design in Harrisburg, PA by Vigor
Tuscano Trattoria restaurant branding & design in Harrisburg, PA by Vigor
Tuscano Trattoria restaurant branding & design in Harrisburg, PA by Vigor
Tuscano Trattoria restaurant branding & design in Harrisburg, PA by Vigor
Tuscano Trattoria restaurant branding & design in Harrisburg, PA by Vigor
Tuscano Trattoria restaurant branding & design in Harrisburg, PA by Vigor
no responses
Beer Soaked Bliss Event
27/02/06

Beer Soaked Bliss Event

Restaurant Event Marketing

Troegs Brewery & Jackie Blue Restaurant

One of Jackie Blue’s first and biggest events was a beer dinner partly sponsored by Troeg’s Brewery, a Harrisburg, Pennsylvania mainstay and leader in the craft beer movement. The event had to be fired up with buzz and excitement. If successful, it’d be the first of many.

Troegs Brewery & Jackie Blue restaurant event marketing design by Vigor

Challenge

Troegs, a local craft brewery quickly gaining traction as a leader in Pennsylvania, and Jackie Blue, a quaint fine-dining experience, both needed to make this event stick. It wasn’t just another restaurant event to introduce food and beverage and the marriage between them. It was an opportunity to make a statement.

Solution

The focus was on conveying the fusion of craft beer and artisan cuisine through many touch points. We wanted to get people participating with the brewery, restaurant, and event brands in multiple ways. Fliers and posters weren’t going to be enough.

A website with three core features became the epicenter of the campaign. A video taking the visitor behind the scenes in the brewery and the restaurant gave people a taste of the experience. A short quiz allowed people to test their knowledge to win free beer. The third effort prompted visitors to bring the magic into their own kitchens with recipes that used Troeg’s craft beer and recipes from the chef of Jackie Blue, Cyrus Keefer.

Traditional media touch points were leverage inside the four walls to drive traffic and ticket sales. Clever headlines mixed with custom illustrations crafted for the event grabbed attention and created a unique look for the event.

Date

2006

Format

Full Service Restaurant, Bar

Team Size

Client: 2  / Vigor: 3

Location(s)

Harrisburg, PA

Troegs Brewery & Jackie Blue restaurant event marketing design by Vigor

Results

Beer Soaked Bliss sold out in a matter of a few weeks. The response sparked an ongoing schedule of future events with other breweries infusing craft beer and fusion cuisine excellently.

Beer Soaked Bliss Troegs Brewery & Jackie Blue restaurant event marketing by Vigor
Troegs Brewery & Jackie Blue restaurant event marketing design by Vigor
no responses