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
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
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
Fresh To Order
01/08/15

Fresh To Order

Restaurant Website Experience Design

Fresh To Order

Fresh To Order, a growing fast casual restaurant chain, sought to own “finer” in the lives of its patrons. Unfortunately many parts of the brand’s identity lacked that finer touch. The epitome of this missed opportunity was found in its outdated website experience. Vigor was tapped to create a strategy for building a finer website experience for the brand.

Fresh To Order website design and strategy by Vigor

Challenge

Fresh To Order wanted to own “finer” in the market, but wasn’t delivering a finer experience. The need to not only update the restaurant brand’s website design was only usurped by the need to rethink its overall strategy and functionality. Deeper than those two key challenges, Vigor was charged with helping the brand in these key ways:

  • Tell and sell the “finer” story through an engaging experience
  • Improve the website’s key analytics: visits, page views, time on the site, bounce rate
  • Increase the amount of online ordering sessions
  • Craft a design inline with the finer, fresher brand promise
  • Increase inquiries from potential franchisees

Key Insights

Fresh to Order had two key markets with whom they needed to interact and attract. The first was their core audience, people who desired and demanded a finer, fresher experience and product. The second market were potential purchasers of a franchise licenses to expand the brand’s reach and footprint. Both markets were inherently different, but had a symbiotic relationship and a common ground: the desire for something finer. We knew that by creating a website experience that was finer, fresher, and streamlined, we could service both markets with equal success.

Solution

The team started with a focus on what a “finer” website experience truly meant in the minds of the primary audience. From an initial poll and analytics research we found some indelible truths:

  • People wanted to view the menu and get to an order as quickly as possible
  • People wanted to see the food they were about to buy
  • People demanded a seamless, coherent experience on their mobile devices

We then turned our focus on the secondary, but very important market of franchising. These website visitors were concerned with the brand story, but had other motives to convert to a lead. They wanted to get a sense of legitimacy, and were looking for a business opportunity with a company that had infrastructure, marketing support, and operations prowess. The franchise section of the Fresh To Order site had to expel any doubts that they were up to the challenge, while delivering key objective information that was easily found and understood. This meant a strategic mix of selling the magic, and telling the facts.

With these truths as a guide, the Vigor team set about redesigning the brand website’s information architecture from user flowcharts to wireframes. The focus was put on getting a site visitor to key areas of conversion while telling the brand’s story along the way.

This was accomplished with a focus on user interaction and experience. We told the story of Fresh To Order’s finer, fresher experience with excellent design aesthetics and smooth functionality across the entire website experience. For those visiting the site on mobile, the site was extremely mobile-friendly due to the Vigor team’s mobile-first approach to the design and function.

The new website’s home page, the number one landing page by far, was a mix of form and function. The story was told clearly and boldly through large food imagery that teased and enticed the visitor when rolled over. The roll over state of the images featured a headline and teaser copy that would lead the visitor further into the website experience giving the brand a chance to tell more of the story to an engaged viewer.

Finally, streamlining the purchase and inquiry processes was a major focus of the effort. Although the team did not have the opportunity to streamline the entire online ordering process, we did make it easier to start the process. Rather than simply sending users to the online ordering system only to have to select a location, we stamped out that task by letting them select the location prior to click-through. This reduced frustration on the user-side making for a finer experience, while increasing click through rates.

Date

2015

Format

Fast Casual

Team Size

Client: 4  / Vigor: 4

Location(s)

16 / Georgia, North Carolina, Florida

Results

  • The site saw an immediate improvement in all analytics targeted. Drop off rates decreased, while conversions, time-spent, and visits skyrocketed.
  • The new site platform has allowed the internal marketing team the ability to grow the site with new, fresh content that helps reinforce the story.
  • Online ordering and franchise inquiries have also increased since launch.

Visit the site at www.freshtoorder.com

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
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
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