CASE STUDY: Branding a Restaurant – American Bombshell
I had been day-dreaming of developing the brand identity for a restaurant for a couple of years now. When the co-owners of the Dubuque’s local food truck wanted to meet with me about branding their new business venture, I was more than thrilled!
See below for pics of how the brand identity design came together.
Beauty and the Beef had been Dubuque, Iowa’s beloved food truck for a few years, and I was among the many locals that would make my way to their food truck (wherever it was in town on a random day) and meet up with some friends for one of their tasty sandwiches.
When I met with co-owners Teri and Kathy, they told me about how they envisioned evolving Beauty and the Beef. They were planning to open a downtown restaurant in addition to their food truck, and it would be under a new name… American Bombshell, building off their sandwich names based on strong female characters (The Bombshell, The Knockout, The Hula Girl, The Chicago Beauty, etc.) Their vision for their business was determined and very vivid, now they wanted to work with me to bring the brand to life visually.
My wheels started turning and we jived immediately. We talked through some visual ideas I had and discussed their marketing needs to promote their new restaurant. How would the execution of those pieces play out? We determined the best route would be to start with a logo design through my Logo + Brand Identity Package. In the package, I offered Teri and Kathy three very different logo options to start, along with a branding board of proposed design elements including color palette, fonts and patterns that would help build the American Bombshell brand. They decided on a logo design immediately, and were enthusiastic about the design elements I created that would be the basis of their brand and all of their marketing pieces moving forward.
One essential element was the character illustration of who we dubbed “Rosie”, our tough modern-day heroine which I illustrated myself. Fun fact: Her arm tattoo of the two cleavers represents Teri and Kathy, and pays homage to the cleaver in the original Beauty and the Beef logo.
The work that followed was a result of both constructive client input and a client placing their trust in their designer. Additional marketing fell into place seamlessly, and I worked with Teri and Kathy to evolve their branding and build excitement about the new restaurant opening. As they worked with the builders and sign-makers (a shout-out to Big River Signs) to build out the restaurant space, they included me to provide input in their design/decor decisions. We moved forward one element at a time, and I developed print advertising, printed menus, social media graphics, website, business cards, and I concepted the storefront menu clipboard idea so items could be easily changed as needed. All of these pieces work together to seamlessly represent the American Bombshell brand, and I have to say that the excitement of Teri, Kathy and the community has been very infectious and creatively motivating. AWESOME project, and can’t wait to have more restaurant branding design opportunities in the future!
UPDATE 2/28/2017: The branding design campaign for American Bombshell is now an award-winner! It won both a Top Ten Award and a Gold Award at 2017’s American Advertising Awards… so proud.
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