Bayou Restaurant Branding
Location: Central Pennsylvania
Reach: Regional
Targets: Theme restaurant goers, foodies, professionals
Abstract //
Bayou is the bastard child of restaurants—fine dining abiance and service, cuisine born in the swamps of Louisiana. In its first year of operations, Bayou has already become one of the "hottest" places to dine in Harrisburg, PA.
Key Challenges //
- Develop a unique brand identity to position the unique offering
- Develop an identity and brand that could grow and extend with the restaurant over time
- Capture the essence of the tradition of cajun/creole cuisine with an upscale twist
Do it with Vigor //
Since Bayou was a new concept in dining to the local market who had, for decades thrived on "steak and potato" dining, we focused on making Bayou's theme nearly as important as the cuisine itself. The casual-fine cajun concept was approached with the spirit of being as entertaining as the food was amazing.
We began researching traditional styles of cajun creole lifestyle to breath the essence of this unique cuisine into the outward identity of the restaurant. The identity ultimately took shape around the old-fashioned woodcut typography that captures the legendary vision of Louisiana bayou life, tempered with the sleek, strong lines of a modern restaurant. The color palette materialized bearing the colors of cajun spices and earthtones found in the Louisiana bayou area.
The brand was permeated across a unique menu system, business cards, stickers, web presence and exterior signage. We set forth the palette from which artisan painters and custom upholsterers used as the foundation of interior design complete with a classic French-inspired formal sofa banquette, faux-aged paint walls, and a neon "open" sign deliberately sabatoged to flicker as if it had been there for years.
So strong was the brand's identity it internalized fully to the point that owner and Chef Matthew Black insisted on tattooing the logo's flames on his wrists. Now that's branding.
Vigor Services //
- Brand identity design and strategy
- Web development and design
- Menu design
- Exterior signage design
- Search engine optimization
Results //
Bayou has received praise in the press and by patrons on the style and vibe of the restaurant. The restaurant continues to grow in popularity and has been strong in it's first, critical year of operations—strong enough that Owner, Chef Matthew Black, opened another restaurant concept in 2007, Confit.
