Wayward Bar & Kitchen
19/06/16

Wayward Bar & Kitchen

Restaurant Branding, Naming & Interiors

Wayward Bar & Kitchen

Being so close to the Mason-Dixon line, but so far away from a truly Southern experience prompted this brand’s vision. A southern-fried, rebel-smoked, bourbon-infused bar and kitchen in the heart of Baltimore’s most lively neighborhood. Vigor conspired to inject a taste of the South in Federal Hill.

Wayward Southern Bar & Kitchen restaurant branding & Interior design in Baltimore, Maryland

Challenge

  • Elevate the restaurant and bar from a country-focused party spot, to a culinary forward, Southern-inspired experience
  • Develop a name and identity that would communicate the free spirited, rebelliousness held by the owners
  • Establish the brand as a lifestyle and the new hotspot in Federal Hill, Baltimore

Key Insights

Cowboys & Rednecks, the original bar, had developed a name for being the country spot in Federal Hill, moving away from this would take a complete overhaul. The Baltimore market was primed for a true Southern experience and with a smoker already on site it made sense to push in this direction. Going deeper than bourbon and barbecue would be important to get people to buy-in to the authenticity of the brand. For the founders, their never-back-down attitude, and go-against-the-grain spirit was the human truth with which everyone could identify. Using that as the focus, the team jumped into the drive towards going Wayward.

Solution

Communicating “waywardness” was quite the challenge. After exhaustive naming exercises we found inspiration in the classic rock anthem by Kansas, “Carry On Wayward Son.” It may seem a bit cheesy, but it worked perfectly. Wayward sparked the spirit in the team necessary to create fresh visuals that would grab the market’s attention.

Wild hog skulls served as the center point for the new brand identity. Georgia and other Southern states are teeming with hogs, and hunting them is engrained in the culture. Building that culture required getting more down-to-earth with illustrations that were both technically intricate, but fresh, and intriguing. The barrel boar captured this perfectly and from there a new set of Maryland-inspired southern compositions.

Wayward’s typography was hand rendered to match the illustrations. The curling letterforms were intended to convey the free spirited nature of a wayward soul. The insignia continued this look with the addition of a star that represents the desire we have for something more.

These elements came to life across the interiors, menus, and various other touch points where they mixed with new textures and materials. From black, raw leather to unrefined wood, the rustic feel was left to shine. This was offset with notes of gold as seen in the tusks of the boar’s skulls, rivets in the crossbeams and elsewhere throughout the interior. The same dichotomy in style was brought into the print pieces with metallic gold elements across the materials.

This created a unique look unrivaled in the market and shouted the Wayward anthem completely and concisely.

Date

2016

Format

Full Service Restaurant, FSR, Bar

Team Size

Client: 4  / Vigor: 4

Location(s)

Baltimore, MD

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
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
no responses
Kitchen Eatery
08/07/12

Kitchen Eatery

Restaurant Branding & Naming

Kitchen Eatery

When some investors got their hands on real estate on the corner of the busiest intersection in the Chicago metro area, they knew they had a goldmine in the making. The previous restaurant had failed after decades of existence and couldn’t be reopened with the same offering or name. To see success it had to be rethought and invigorated.

Kitchen Eatery restaurant branding by Vigor in Chicago, Illinois

Challenge

Having the busiest intersection in Chicago at your fingertips is a great start towards a success restaurant brand. The previous concept had been a local staple, but failing after years of operation. That brought two challenges to the table: 1. The new concept had to capitalize on that local, neighborhood love, but with a different name and concept. 2. They had to shed the stigma from the failure of the previous concept.

Solution

The restaurant branding process helped focus the team on the restaurant’s true offering. We leveraged that intelligence to develop a selection of names and brand identity directions. We landed on a retro style look with a contemporary flavor in the name and identity for Kitchen Eatery.

The retro style helped leverage the neighborhood feel, while the modern angle created a fresh image and experience. The new look was immediately applied to menus, signage, and, of course, the interior design and architecture. Vigor handled the main restaurant brand touch points design then oversaw the other pieces of the puzzle like interior and architecture, social media, etc.

Date

2012

Format

Full Service, FSR, Breakfast, Midscale

Team Size

Client: 3  / Vigor: 4

Location(s)

Chicago, IL

Kitchen Eatery restaurant branding by Vigor in Chicago, Illinois
Kitchen Eatery restaurant branding by Vigor in Chicago, Illinois
Kitchen Eatery restaurant branding by Vigor in Chicago, Illinois
no responses
Three Scoops Café
08/06/12

Three Scoops Café

Restaurant Branding & Rebranding

Three Scoops Café

Brighton, MA is a niche community of health-conscious singles and new families. The 3 Scoops experience was a boutique experience had helped define the neighborhood, but needed to push forward to compete. They needed an image that reflected the many flavors of their brand, and vegan ice cream.

Three Scoops ice cream cafe restaurant rebranding by Vigor in Brighton, MA

Challenge

With stringent competition moving in, 3 Scoops needed to create an image that touted its truly unique offering. The image needed to represent the brand’s core; the reason so many in Brighton had come to love the café.

Key Insights

The café’s strong vegan offering was a big bonus for a lot of folks in the area, but we didn’t want to have a cliché “granola” look. It had to still be dessert, but have hints at the organic, vegan offerings. Competing brands had a bright color palette with multiple colors to represent flavors. We had to be different.

Solution

The goal was clear: rejuvenate the brand and recharge the market. Vigor’s restaurant branding process laid out the platform upon which the identity was designed and crafted.

By leveraging a classic image of an ice cream scoop with a contemporary typeface and color palette, the message of the café’s brand was successfully communicated. It nodded to nostalgic moments when craft and care went into every scoop. The limited color palette kept the look refined and higher class; a perfect image for the neighborhood.

Three Scoops’ new logo design set the precedent for other key touch points like new menus, business cards and Facebook timeline design. The Vigor team also designed product tags for their line of specialty vegan chocolate fudge. Together the brand identity set the bar high for the neighborhood competition while setting Three Scoops as the cream of the crop.

Date

2012

Format

Fast Casual, QSR, Quick Serve, Ice Cream, Café

Team Size

Client: 3  / Vigor: 4

Location(s)

Brighton, MA

Three Scoops ice cream cafe restaurant rebranding by Vigor in Brighton, MA
Three Scoops ice cream cafe restaurant rebranding by Vigor in Brighton, MA
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