FIORO
13/03/17

FIORO

Restaurant Branding & Naming

Fioro

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

Fioro italian restaurant fast casual branding, naming and design

Challenge

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

Key Insights

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

Solution

 

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

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

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

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

Date

2016

Format

Fast Casual, QSR, Quick Serve

Team Size

Client: 2  / Vigor: 4

Location(s)

New York City, NY

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

Smoke & Duck Sauce

Restaurant Branding & Concept Development

Smoke & Duck Sauce

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

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

Challenge

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

Key Insights

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

Solution

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

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

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

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

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

Date

2016

Format

Fast Casual, QSR, Quick Serve

Team Size

Client: 2  / Vigor: 4

Location(s)

Atlanta, GA

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

Copper Cup Coffee

Restaurant Cafe Branding & Interior Design

Copper Cup Coffee

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

Copper Cup Coffee restaurant cafe branding and interior design by Vigor

Challenge

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

Key Insights

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

Solution

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

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

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

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

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

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

Date

2016

Format

Fast Casual, QSR, Quick Serve, Cafe, Coffee

Team Size

Client: 2  / Vigor: 4

Location(s)

Lancaster, PA

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

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

– Jeremy Fisher, Copper Cup Coffee Company

Copper Cup Coffee restaurant cafe branding and interior design by Vigor
Copper Cup Coffee restaurant cafe branding and interior design by Vigor
Copper Cup Coffee restaurant cafe branding and interior design by Vigor
Copper Cup Coffee Company branding and identity design by Vigor
Copper Cup Coffee Company branding and identity design by Vigor
Copper Cup Coffee restaurant cafe branding and interior design by Vigor
no responses
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
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
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
Smokin Chikin
15/12/14

Smokin Chikin

Restaurant Branding & Marketing

Smokin Chikin

Two families saw an opportunity to bring better chicken rotisserie to an underserved market. With a focus on bringing new, worldly flavors to a typically basic cuisine, Smokin Chikin only had to pull together their identity and experience to seal the deal.

Smokin Chikin fast casual restaurant branding and interior design by Vigor

Challenge

Smokin Chikin’s key challenges involved crafting an experience tailored to the primary market that was comprised of the military family. With a large base close by, the need to develop a brand that was approachable, affordable, and memorable would be the key to success. In addition, the team sought to overcome these challenges:

  • Position the brand for future growth in a highly competitive brand space
  • Establish a unique and memorable brand experience throughout the visual communications and interior space
  • Properly allocate current budget for interior buildout with selections, fixtures, and general design
  • Attract key, local demographic with a comforting experience they can enjoy with family or friends

Key Insights

The average military family in Clarksville had few options for dining out on a budget. With many troops deployed, the family needed not only sustenance, but also an escape. Options were important because a standard chicken offering was available down the road with a large, trusted chain. Smokin Chikin had to create a menu that was explorative, while maintaining basic options to keep things approachable. The brand had to look legitimate and trustworthy out of the gate to compete against the larger brands successfully. Families had money to spend, but they were notoriously frugal and calculated with where they spend it.

Solution

Our research and in depth analysis guided our focus on creating a warm, approachable brand identity. This was accomplished with a warm color palette, classic typography, and organic graphic treatments in the logo. Those core features fed the design of supporting accoutrements throughout the interiors, signage, and marketing.

A key graphic served as the brand’s mark that leveraged a mnemonic device representing a chicken that is literally smoking. Subliminally we worked an “S” and “C” letterform into the mark as an opportunity to leverage wit within the design.

Smokin Chikin’s interior design drew inspiration from the nostalgic imagery of heritage farms. The goal was to make sure we didn’t cross the line into campy or goofy. Instead we wanted to craft a contemporary experience that would bridge the gap between the style of home decor and design and farmhouse chic.

The gap was bridged by using common elements between the two: wood siding, raw stone, and rich colors. Classic illustrations and woodcut type treatments were made into custom wallpaper stripes to breakup the wood siding, and the Vigor team custom-designed chicken-coop inspired lighting fixtures as the centerpiece leading up to the hero moment of the point of sale. Smokin Chikin’s point of sale was made purposely heroic with beautiful stone construction, and a focal point of the fire infused rotisserie.

The resulting interiors were truly unique and memorable. Furthermore, there are key elements that can be toolkited to replicate the experience from location to location.

Date

2014

Format

Fast Casual

Team Size

Client: 4  /  Vigor: 3

Location(s)

Nashville, TN

Smokin Chikin fast casual restaurant branding and interior design by Vigor
Smokin Chikin fast casual restaurant branding and interior design by Vigor
Smokin Chikin fast casual restaurant branding and interior design by Vigor

Project Notes & Results

The restaurant received rapid attention from foodies, media and the public. Within the first year, it was voted the best restaurant by regional magazines. Within three years, the entire concept was sold at a profit to a restauranteur who changed the name. For years the mention of Jackie Blue to Harrisburg locals immediately evokes talk of the logo, the food and the experience.

Smokin Chikin fast casual restaurant branding and interior design by Vigor
no responses
Burger Radio Food Truck
10/10/14

Burger Radio Food Truck

Food Truck Branding

Burger Radio

Burger food trucks are nothing new or innovative. Heck the “better burger” movement has been going strong for years now. But what about burgers that are metaphorically out of this world? What if alien robots found out about them an attacked? Sounds like it’s time to broadcast the resistance.

Challenge

When Vigor was approached by the madman/genius behind Burger Radio, all he knew was that his burgers were going to take Colorado by storm. Little did he know that Vigor would help him invade that area with a brand that would disintegrate the minds of the masses. Our challenge was to take his vision and make it bigger than he could ever imagine. Make it something from outer space.

Solution

Working with two basic facts: amazing burgers and the name Burger Radio, the Vigor team set off to brainstorming. Where we landed was far out. We imagined a story where the better burger movement was a war zone. Aliens from another world depleted their burger stores and invaded earth to take the goods. This storyline took on a mind of its own as Vigor and the Burger Radio team ran full steam ahead with an incognito, Punisher style design that depicts alien burger eaters invading the world, and robot burger lovers fighting them off.

The use of other rebel style imagery, like a bandana pattern found on bikers and gangsters, helped add notes of the rebellion throughout the food truck’s brand identity.

Date

2014

Format

Food Truck, QSR, Quick Serve Restaurant

Team Size

Client: 1  / Vigor: 2

Location(s)

Boulder, CO

Burger Radio foot truck restaurant branding and design by Vigor

Results

Burger Radio quickly gained attention and a mass following. They even won the area’s best burger from Creative Loafing. The war continues…

Recognition

Silver – Graphis Design Annual 2016

Burger Radio foot truck restaurant branding and design by Vigor
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
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