Restaurant Branding

Helping restaurant brands charge ahead.

Uniting restaurants through strategy-first branding and design

From full-service to quick-serve, food trucks to food halls, Vigor helps companies craft unforgettable experiences. Through our proprietary brand concept development process, Vigor helps to clearly define a brand’s purpose, providing a firm foundation to better unite teams, partners, and stakeholders. That unity creates an environment where every touchpoint, nuance, and facet of the restaurant’s brand is built with the utmost consideration. The result is an enriched brand experience worth remembering.

At Vigor, branding is about more than aesthetics. It’s a strategy-driven endeavor that begets best-in-class brands that quickly gain momentum in the market.

Uniting companies, concepts, and teams through restaurant branding strategy and design
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Concepts Developed
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Years Experience

Restaurant Branding Services

We infuse over 15 years of restaurant industry expertise with our finger-on-the-pulse, trend spotting capabilities and pure passion to fuel restaurant branding and brand strategy initiatives that break the mold.

Brand Strategy

Market Research
Category Insight
Trend Mapping
Consumer/Guest Profiling
Positioning
Naming & Brand Architecture
Perception Mapping
Concept Development
Culinary/Beverage Program Consulting

Brand Identity Design

Logo & Logo Suite Design
Brand Identity Development
Menu Systems Design
Collateral Design
Uniforming & Merchandising
Packaging Suite Design
Food & Beverage Packaging
Brand Guidelines & Standards

 

Customer Journey Mapping
Concept Design
Schematic Design
Design Development
Space Planning
FF&E
Wayfinding & Signage
Environmental Graphics

Benefits of restaurant branding with Vigor

Optimize Budget Investment

By clearly defining the restaurant’s direction and brand principles, budgets and investments are optimized across every partner involved in the life-cycle.

Make innovation comfortable

Why emulate what’s already been done? Our focus on purpose paves the way for more innovative restaurant brand concepts and experiences that are tailored to your business.

Fast-track Loyalty Building

By focusing on a core consumer group and designing restaurant brand experiences designed to attract them, the journey towards consumer loyalty is quicker.

Increase Company Valuation

Whether selling the brand or property or growing into a franchised system, strong brands command higher valuations from investment partners.

Restaurant Branding FAQs

As you can imagine, we get a lot of questions about restaurant branding and design. We’ve gathered the most frequently asked questions and answered them here so you can learn a bit more and possibly get answers before having to ask. Of course, we’re happy to have discussions and answer questions.

The answer depends on your definition of success. If your aim is to grow your business into multi-unit, franchising, or something larger, then branding is absolutely critical. If you’re a single unit with no plans of growth beyond revenue, then branding is overkill. 

In the instance of a single unit restaurant with no growth plans, an identity design based on a creative brief is a much better investment of time and budget. You’ll end up with a beautiful look and feel to the restaurant at a lower cost.

Restaurant branding is critical to the success of any restaurant company that seeks to achieve any of the following:

  • Grow into a multi-unit footprint
  • Create a collection of multiple restaurant concepts under an umbrella brand or in the same property (e.g. hotels, food halls)
  • Build a restaurant concept into a franchised model
  • Break-through the status quo with innovation-driven and/or purpose-driven concepts

Realizing success in restaurant branding initiatives can look different depending on the goals of the company. For some, it’s the speed in which loyalty is built. For others, it’s how much equity is built with having that brand in place. The key to realizing success is in establishing what success looks like from the very beginning, and how that success will be measured.

At Vigor, we invest the time at the beginning of the restaurant branding process to discuss what success looks like from multiple fronts. Concurrently, we discuss how that will be measured and when.

There are multiple ways to measure success. Some include monetary gains, polling consumers to gauge sentiment and understanding of the brand, interviewing employees, and conducting an actual valuation after the brand has had time to take hold.

We’ve heard so many varying definitions of “branding” over the years, and a lot of times they’re incorrect. Restaurant branding is a strategic endeavor first and foremost. Initially, it has very little to do with visual outputs. Brand strategy is the key to any branding initiative, and it’s usually the one that gets brushed aside or lightly touched. The strategy is the engine that drives design, from interiors through identity, as well as operations, culinary, human resources, and leadership. Without a strategy, it is not “restaurant branding.” It’s identity design.

Learn more about restaurant brand strategy here »