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
Bon Glaze
27/02/16

Bon Glaze

Restaurant Branding & 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

Midtown Harrisburg was not known as a destination for restaurants or entertainment. Getting folks to “make the trip” was our biggest hurdle and not an easy one to overcome. The previous format was named Double Jack’s and it was known as being a local hole-in-the-wall that only people in the immediate area frequented. It had typical bar food and featured “wings” as their key menu item. It was time for a change.

Bon Glaze coffee doughnut shop restaurant branding logo design

Solution

Vigor, in conjunction with the team, developed focused brand directions for the restaurant. From this direction an iconoclastic logo was designed.

The identity was crafted around the recognizable visual elements established in the logo. This identity included menu systems, promotional materials for table tops and bar tops, uniforms, as well as the written voice of the restaurant.

Jackie Blue’s written voice boasted such phrases as “Forking Amazing” when they won the four forks award, and “Simple Cuisine with a Broad Vocabulary” to explain the vibe of the restaurant.

Once opened, Vigor was responsible for developing special event materials and promotions. One such event was a beer dinner with the infamous Troegs Beer. Vigor named the event and built a package of promotional ads that boosted the buzz and sold out the dinner in days.

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
Industry Tavern
12/12/13

Industry Tavern

Restaurant Branding & Naming

Industry Tavern

When Vigor was tapped by an Atlanta local, successful restaurateur, we weren’t given much direction except he wanted a place that he’d like to hang out in. Located in a notoriously difficult location, we had to change the preconceived notions about the troubled spot while establishing a new brand the locals would love.

Industry Tavern restaurant branding

Challenge

In addition to the troublesome location the team was challenged with creating a restaurant brand experience that would appeal to the heavily commercial, built-in traffic while attempting to entice late night visitors in the area. We needed a name that people could identify with that would be easy to remember. We needed an identity that established the restaurant as a legitimate spot where people of all ages would want to patronize.

Key Insights

One thing we can all agree on is that work can be a grind. No matter what your job, blue or white collar, employment is a common ground. We’re all a part of an industry and we all need a place where we can relax after putting in a hard day’s work. By tapping this feeling in the people we could establish this new brand as a down-to-earth place for all types of folks.

Solution

The core focus of the restaurant was to create an experience where people could take their clients for lunch, then come back to roll up their sleeves after work. The multiple day part focus of breakfast, lunch, dinner and drinks gave the restaurant maximum opportunities to optimize their revenue streams without creating a diluted brand. The Vigor team collaborated with the clients to create a selection of potential names. Eventually the name Industry Kitchen & Bar* was chosen to appeal to the working public no matter what their collar color may be.

With the restaurant’s core brand in focus, the Vigor team set out to design key elements of the identity and interior experience. The brand’s core logo* was a graphic representation that leverage key mnemonic devices that trigger keywords like craft, beer, and industrial chic gastropub. The industrial chic direction was pulled into the interior design of the restaurant as well as the restaurant’s threshold design.

Other key brand identity elements for the restaurant sought to communicate an old-fashioned, industrial era feel from design through tone of voice, and into the website and interiors. Vigor was responsible for the creative direction of the restaurant’s bar design, key lighting fixtures, furniture, threshold and the Coca-Cola mural.

* – Eventually the name was changed to Industry Tavern and the logo altered by an in house designer.

Date

2013

Format

Full Service, FSR, Bar

Team Size

Client: 2  / Vigor: 4

Location(s)

Atlanta, GA

Industry Tavern restaurant branding menu design and interior design

Project Notes & Results

Industry Tavern opened in early 2014 and continues to operate with a growing list of loyal customers.

Industry Tavern restaurant branding marketing poster design
Industry Tavern restaurant branding food photography
Industry Tavern restaurant branding
Industry Tavern branding restaurant website design
Industry Tavern restaurant branding pizza photography
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
Pepper’s Burrito Grill
01/09/13

Pepper’s Burrito Grill

Restaurant Rebranding & Marketing

Pepper’s Burrito Grill

With a location in South Beach primed for 24-hour service, and a locals-focused location in Brickell, Pepper’s needed to establish their ownership over authenticity in the better burrito game. The market yearned for authenticity, Pepper’s was poised to deliver it, and Vigor was poised to help them do it. Their passion: Putting the “Mexican” back in the burrito.

Pepper's burrito grill QSR restaurant branding signage by Vigor

Challenge

  • Identify the core belief of the restaurant.
  • Redesign the identity away from cliché “Mexican” to a fresh, edgy “today’s Mexico” feel while appealing to the built-in Miami market.
  • Create an iconic mark that could easily be identified and remembered for representing delicious Mexican fare on the go.
  • Establish a new identity suite of graphic treatments, textures, colors, and typography to be used across all media outlets including interiors.
  • Redesign the interior direction to step away from the Moe’s look that was legacy from the previous tenant.
  • Furnish the team with a toolkit for the identity for future growth.

Key Insights

There is no shortage of Mexican food in the South, but there is a shortage of Mexican food created and made by actual Mexicans. Pepper’s knew that this authentic taste was part of the reason people love the brand, and that the overall brand identity from logo through interior experience lacked that message.

Solution

Pepper’s had the benefit of a prime South Beach location that furnished beach-goers during the day, and club goers into the early morning hours. These two separate personas were offset by the brand’s secondary location in a more suburban part of Miami where the workforce was the primary target. The common ground was the need and want for authentic Mexican, non-chain food that was quick and reasonably priced. The key word was “authentic,” and that became our battle cry: Putting the Mexican back in the burrito.

Our strategy consisted of pulling the cliché imagery out of the brand’s identity. This started with a complete logo overhaul which would lead the way for rethinking the interiors, menu systems and various other touch points. This would all be built out softly with an activation marketing strategy poised for action.

The new brand was launched during Spring Break during which the Miami scene was blanketed with fliers and advertising carrying the new look. The materials all unified the message of authentic flavors and inexpensive beverages in a fast casual format. Perfect for the party crowd and business crowd alike.

After our initial engagement the brand was handed over to a local web and graphic design firm to push forward using a custom-built toolkit of brand elements and guidelines.

Date

2013

Format

Fast Casual, QSR, Bar

Team Size

Client: 1  / Vigor: 4

Location(s)

2 / Miami, FL

Pepper's burrito grill QSR restaurant branding signage and menu design by Vigor
Pepper's burrito grill QSR restaurant branding menu design by Vigor
Pepper's burrito grill QSR restaurant branding uniform apparel branding by Vigor
Pepper's burrito grill QSR restaurant branding apparel uniform design by Vigor
Pepper's burrito grill QSR restaurant branding advertising signage by Vigor
Pepper's burrito grill QSR restaurant branding advertising and marketing by Vigor
no responses
Sublime Doughnuts
12/08/13

Sublime Doughnuts

Restaurant Rebranding & Interior Design

Sublime Doughnuts

Atlanta’s award-winning doughnut experience was at the threshold of entering the franchise world. The only thing holding them back was a subpar brand identity, and a “flagship” location that looked less than sublime. The Vigor team set forth to make happy happen with a positioning, identity and interior design strategy that would set them up for successful franchise marketing and sales.

Sublime Doughnuts restaurant rebranding and interior design

Challenge

When we were approached by Sublime Doughnuts’ newly retained franchise marketing and sales company, the brand was solely focused on the product with little thought given to the brand’s identity or visual communications. The Vigor team had to steer the thought process of the brand’s visionary owner/baker to focus on the outward facing image, and what that image says to the world. The idea was there, but there had been little to no investment in the brand experience beyond the offering. Additionally, the Vigor team was challenged with the following:

  • Position the brand against key competitors in current and new markets to ensure a high level of differentiation akin to the brand’s vision
  • Create a new experience that encapsulates the brand’s passionate purpose of “make happy happen”
  • Refine the brand identity to be easier to visual interpret and elevate the look to the level of a franchise
  • Create an interior storefront/retail design experience that felt like “another world” with a minuscule budget investment
  • Furnish the franchise sales team with marketing collateral that properly communicated the brand’s unique offering to entice buy in.

Key Insights

Atlantans fell in love with Sublime Doughnuts because of their gourmet innovations from chef/baker Kamal Grant. Until then doughnuts had been pretty much run of the mill. However, aggressive competition made the gourmet doughnut more common making it difficult to compete and stand out. Furthermore, other gourmet doughnut brands were more visually appealing which helped the sales process from a franchising view point. In order to compete and grow franchise interest Sublime would have to become more buttoned-up with its image and experience. It would have to look different than the hipster-style experiences other doughnut shops featured. The product was solid, but the brand didn’t live up to the vision. Creating an alignment would be key to pushing Sublime ahead of the curve.

Solution

In initial sessions with Mr. Grant, visionary doughnut creator of Sublime, it was clear he wanted to give people an experience that was world’s apart. So far apart it should be another world all together. That was the essence and vision of Sublime. We used this direction to fuel refining the brand identity, and reimagining the blasé interior design.

The brand identity had been a bit janky with its execution and rendering. Thin, handdrawn line art had been the design style which made it hard to visually interpret and read. In order to bolster the brand’s readability we created a thicker type treatment, and refined the flying doughnut rendering. We also revisited the brand color palette and pulled it away from the typical, cliche go-to of warm “bakery” colors. Sublime is on another level with a visionary at the helm with is head in the clouds. Therefore a baby blue and navy blue primary palette made sense. Not only would that separate the brand from competitors, it would also help create a visual congruency between interiors, print collateral, and other touch points.

For the interior design our focus was to combine zany, happiness, and gourmet into an Atlanta-centric design aesthetic. We went for urban meets surreal world with the interiors that featured custom murals by BlackCatTips. The Vigor team injected other notes of “real world” like could-inspired lighting fixtures and carpeting that mimicked the look and feel of grass. The focal point remained at the point of sale and doughnut case that was relighted with LEDs to shine brighter on the main reason people come to Sublime: the doughnuts.

Finally, the franchise sales and marketing team was furnished with key pieces of marketing collateral that not only told the story, but also established graphic elements that could be used throughout future brand touch points. Graphic treatments like the white-washed wood texture, organic swirls, and directional shapes were designed to be reused throughout any brand touch point to create continuity across the brand.

Date

2013

Format

Fast Casual, QSR, Quick Serve, Bakery

Team Size

Client: 1  / Vigor: 4

Location(s)

Atlanta, GA

Sublime Doughnuts restaurant rebranding and interior design
Sublime Doughnuts restaurant rebranding and interior design
Sublime Doughnuts restaurant rebranding and interior design
Sublime Doughnuts restaurant rebranding and interior design
Sublime Doughnuts restaurant rebranding and interior design menu design
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