Part of the Family.
Creating a brand for something much greater than just a place to eat
Don’s Seafood is a local family-favorite restaurant with more than 80 years of rich history. We were tasked with recreating a brand that has such a strong legacy throughout South Louisiana. Through research and discovery, we found our starting point in the rich history and tradition that characterizes Don’s Seafood.
To better lead the brand into the future we developed a new brand position, logo and tagline with a go-to-market strategy that aided engagement with both internal and external stakeholders. By starting with the brand’s existing equity and identifying the values by which the brand stands, we built out a brand definition that boiled down the true essence of Don’s Seafood: it’s about being part of the family.
From there, we introduced a tagline, redesigned logo and a complementary look and feel to give the brand a fresh, new verbal and visual presence. The new branding for Don’s Seafood was launched on billboard advertising, social media, a redesigned website, print advertising and a variety of brand collateral pieces such as table tents, server uniforms, merchandise, business papers and signage.
As a result of the refreshed brand and media campaign, sales increased by 25% in a 3 year period.