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.
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.
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.