They’re famous for their bottomless steak fries and mouth-watering burgers, but as the fast-casual market exploded, Red Robin knew they needed to [milk]shake things up to keep ahead of the burger game.
So, the 70+ year old company decided to create a new urban concept and give guests their favorite Red Robin eats in a fast-casual environment.
Enter: Red Robin Burger Works.
With just a concept and a name, Red Robin turned to Phoenix branding and creative agency Blind Society, to help perfect the winning recipe for this new fast-casual contender. With extensive background in restaurant and hospitality branding, Blind Society’s strategy and creative teams worked closely with the (awesome) client through the following branding phases:
Strategy
- Should we keep Red Robin in the name, or go with something different? Based on Blind Society’s research, Red Robin has a ton of brand equity and people love the company, so the name stayed part of the new concept.
- Who’s our competition? What are they doing and saying? How can we be different?
- Who’s the new concept’s best brand lover? What does this customer look like and why do they need Red Robin Burger Works in their life?
Identity
- Based on our findings in the research and strategy phases, Blind Society created a variety of logo design and exterior signage options ranging from mild to wild (appropriately landing in the zone of “fire-grilled”).
Brand Visualization
- With the identity solidified, the Blind Society team went to work on the environmental design of the restaurant space with a focus on exterior signage, interior graphics and restaurant decor.
- By playing up an unexpected mixture of modern graphics with throwback pop-art inspired illustrations, Red Robin Burger Works came to life paying homage to its successful parent brand, while embracing a fresh, edgy identity of its own.
- Blind Society partnered with illustrator Jon Arvizu to collaborate and execute a trio of illustrated pieces that put the spotlight on the Burger chain’s side-item heros— classic shakes, amazing onion rings and those World Famous french fries (seasoning salt included, of course).
Is your mouth watering yet? Mine is.
View the Red Robin Burger works case study.
To find a location or learn more about Red Robin Burger Works, click here.