Background
While the existing brand served well for several yeas at one location, The Current needed to be able to repeatably tell their story at multiple locations as they worked to expand the concept.
Although they were already known for their New England seafood, The Current also wanted to promote their New England beer offerings and cocktails, and they wanted to help customers better understand their QR code ordering process.
Discovery Process
In addition to client interviews, we visited the location as customers in order to better understand the business as the customer experienced it. We found issues with in-store communication and compiled a list of opportunities. Specifically, we identified that customers were unaware of their alcohol offerings and what set them apart, and some customers did not understand what to do when they walked into the restaurant.
Strategic Approach
In order to address the key issues we identified, we first named their alcoholic offerings and included them in all in-store brand collateral. Denoting that their beers were sourced “from Maryland to Maine” highlighted that they were as much a part of the New England experience as their seafood offerings. We also created a procedure for ordering, and created signage describing the simple process with a copywriting tone to match the brand’s voice. Customers were encouraged to take seat and order instead of waiting in line in order to make the QR code system more apparent.
Design + Identity
Instead of doing a complete redesign, we retained what worked with the existing brand, optimized it, and expanded the brand language into something that we could use to create any future brand asset. We settled on the color palate, wave pattern, and the “cut-in” stamp motif.
Color Palette
Implementation
After creating the identity, we started building useable assets right away. This included the core signage within the store, such as the large signs highlighting the craft beer and cocktail areas.
Next, we created several awareness and communication campaigns and all assets needed for them. First, we named their beer offerings “Coastal Cocktails” and “Craft Beers from Maryland to Maine” to emphasize the New England roots of their offerings. We created in-store signage and table tents in order to promote these offerings.
Because we discovered opportunities to improve QR ordering, we created exterior signage and in-store signage in order to encourage the customer to pick a table, take a seat, and order via the table’s QR code instead of waiting in line. So, while we oversaw deployment of the general in-store signage, we also created signage to communicate the ordering process.
Extending the Brand
After building all assets that the store needed, we continued expanding the brand into other opportunity areas. We sourced an improved cup vendor and made environmentlaly-friendly cups, which are important to The Current’s ethos. We also created initial merchandise.
Benefits
After employing the new brand assets, The Current was able to work on their next location and have the on-brand collateral they needed for launch, as well as the same ordering procedures from the first store. This enhanced cohesion made opening new locations easier and created an improved customer perception.
Key Insights
We provided The Current with everything needed to communicate their core story and offerings within new locations, but as they expand to new locations (top secret for now), we are excited to help evolve the brand further. We work hands-on and holistically, and we usually try to experience the business as a customer as part of the research. Through our process, we area better able to create brand assets that speak to the customer.