Jackie Blue Restaurant
Location: Harrisburg, PA
Reach: Regional
Demographic: Young professional to Middle-aged professional, $40K + income
Abstract //
Harrisburg, Pennsylvania, is a growing region that has developed a reputation for its thriving restaurant community. Despite the fact that competition is fierce for any would-be restaurateur who dares to open another bar/restaurant in this small, two-mile radius, Jackie Blue saw opportunity for fine dining in a strategic area outside the booming downtown district.
Key Challenges //
- New business with unestablished identity, zero market share, zero brand recognition
- Fierce competition within a two-mile corridor of like-businesses
- Cuisine format calls for an frequently-changing menu that would impact printing costs
Do it with Vigor //
An extensive study of the local brandscape was conducted, including market analyses, audience segmentation and competitor analyses.
A unique identity was developed—Jackie Blue's signature swishing wine glass. It was designed as a detachable mark that would be able to carry the brand both as a consolidated logo unit and as a "glass-only" mark.
A suite of branded materials was developed including environmental signage (indoor and out), print and marketing collateral, and web and print advertising pieces.
The web site for Jackie Blue had to capture the essence of the restaurant while delivering information and promoting events.
Principal creative was developed to load communications, marketing and advertising guns for Jackie Blue. The primary objectives were to promote awareness, manage perceptions, influence opinions to purchase, and promote a discernible point of differentiation in the market.
Leveraging insight from the brandscape analyses, a brand strategy was developed that included an implementation schedule by which phases of tactical branding would be triggered by key benchmarks, i.e., as word-of-mouth buzz hits critical mass, a specific print campaign is released.
Since the menu would change frequently, the restaurant needed an affordable menu format option.
Vigor Services //
- Brand planning, strategy
- Brand identity design
- Print collateral design
- Market campaign design, planning, strategy
- Web development & design
- Environmental signage design
Results //
Jackie Blue was awarded Best New Restaurant in 2006 in Harrisburg Magazine's "Simply the Best." The restaurant has also successfully been in operation for two years surviving the grace period where restaurants usually fail. More recently the restaurant has been sold to a new owner.
