| Smokey Bones Bar & Fire Grill
2009 REBRAND 100 Winners > distinction
Industry/Sector: Restaurants & Fast Foods
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - Smokey Bones’ ownership changed from Darden to Sun Capital Partners in early 2008. At the time, the restaurant was known for barbeque food, but not much else, and was seeing declining traffic and sales.
Challenge - Smokey Bones’ convoluted Rocky Mountain theme didn’t resonate with many guests. Its barbeque focus limited its customer base and did not fit into the theme of a mountain lodge.
Strategy - The goal was to rebrand Smokey Bones as a come-as-you-are place to enjoy a great time out. To achieve this, Smokey Bones needed an open and exciting atmosphere, with the bar as the centerpiece, and also a new name — Smokey Bones Bar & Fire Grill. A new logo, menu and signage, among other collateral, were created to showcase this new personality. A new Web site was developed, with a full version launched in fall 2008.
Result - Record crowds were attracted to the first rebranded Smokey Bones at its Waterford Lakes location in Orlando, Fla. The rebrand also resulted in multiple positive media stories and record traffic and sales. As a result of the rebranding, the new brand is set to extend to other locations over the months ahead.
Credits:
Client: Smokey Bones Bar & Fire Grill - www.smokeybones.com
Brand Strategists/Designers: Push - www.pushhere.com
Chief Creative Officer: Chris Robb
Creative Director: Mark Unger
Associate Creative Director: Ron Boucher, Gordon Weller
Art Director: Kevin Taylor
Jr. Art Director: Randall Morris
Copywriter: Kevin Harrell
Strategic Brand Planner: Scott Streicher
Account Management: Jason Poinsette, Tara Crary, Kelly O’Connor
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