Chippers Backyard Grill

To do this they knew that they needed to dial up their marketing efforts and give Chippers Backyard Grill a fresh new look that would resonate with a wider customer base and potential entrepreneurs. They looked forward to this change but didn't want to loose the essence of their company that had been the key to their success.

Every project I take on presents a unique set of challenges and Chippers was no different. Ultimately, I needed to retain the brand equity they had already established and simply evolve their brand for mainstream consumption.

The food they serve is what you would expect from an authentic family friendly grill. Everything from Chicken and Shrimp Po'boy sandwiches to smokehouse burgers made from the best Angus beef. I believe that with any successful restaurant the food should take center stage. Chippers was no different. So striking the right visual balance between their products and the supporting brand was critical.

Overall a the new brand identity had to compliment the food and reflect the friendly atmosphere of the restaurant. Through an iterative process I worked quickly to develop numerous concepts for them. Colors chosen for the new brand was pulled directly from images of their food, resulting in a rustic palette of colors that projects warmth. Typography with soft edges was used to create an approachable, familiar feeling. When it came to applying the brand, alternating color treatments helped to create depth. They also offered a certain degree of flexibility in how the brand might be used in a variety of applications.

My clients were very pleased with the results. More importantly they felt the new identity had a feeling of familiarity that would not only attract new customers but ensure existing customers returned to their establishment.

Client: Chippers Backyard Grill
My Role: Art Director, Lead Designer
Work: Branding
Designed for: ACS Creative