JACKIE BLUE RESTAURANT BRANDING

A Savory Brand

The investors and head chef of Jackie Blue set out to open a new concept in Harrisburg, Pennsylvania. The idea was a high end dining experience with a laid back approach. The cuisine was set. The image was not. Vigor was phoned.

Challenge

Midtown Harrisburg was not known as a destination for restaurants or entertainment. Getting folks to "make the trip" was our biggest hurdle and not an easy one to overcome.

Solution

Vigor, in conjunction with the team, developed focused brand directions for the restaurant. From this direction an iconoclastic logo was designed.

The identity was crafted around the recognizeable visual elements established in the logo. This identity included menu systems, promotional materials for table tops and bar tops, uniforms, as well as the written voice of the restaurant.

Jackie Blue's written voice boasted such phrases as "Forking Amazing" when they won the four forks award, and "Simple Cuisne with a Broad Vocabulary" to explain the vibe of the restaurant.

Results

The restaurant received rapid attention from foodies, media and the public. Within the first year, it was voted the best restaurant by regional magazines. Within three years, the entire concept was sold at a profit. To this day, the mention of Jackie Blue to Harrisburg locals immediately evokes talk of the logo, the food and the experience.

DOWNLOAD CASE STUDY PDF

PRINT THIS PAGE

SHARE THIS PAGE