| Milestones Restaurants Inc
2009 REBRAND 100 Winners > merit
Industry/Sector: Restaurants & Fast Food
Enterprise Rebrand
Country Base: Canada
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting -Milestones Restaurants has been working hard since 1989 to provide customers in BC, Alberta and Ontario with upscale casual dining that dispels the typical perceptions of the “chain restaurant”. By providing an innovative menu, Milestones was known for quality food, but with little consistency in the styling and dining experience amongst its 35 restaurants, growth had been haphazard.
Challenge - In the face of increasing competition and current consumer trends Milestones recognized the need to unify the brand across all restaurants and sought to be the place for “foodies” and establish a classically upscale brand that was about more than the menu.
Strategy - Thinking beyond the menu, (The Consultants) worked with Milestones to develop a new visual brand identity that considered all parts of the guest experience. The new brand look has a simple classic modern look that extends across all markets. Confidence and attitude of the brand are apparent in the photography showing table service item without food, refined colour palette of brown-black for the earthy elegance with orange highlights hinting at their signature drink, the Bellini.
Result - The fun playful spirit comes across in the tone and language of the brand “wish list” for the cocktail menu to “carried away” for the take out menu. The result is a brand with a strong sense of panache along with a few surprises aimed to create the perfect guest experience.
Credits:
Client: Milestones Restaurants - www.milestonesrestaurants.com
Brand Strategists/Designers: Karacters Design Group, DDB Canada - www.karacters.com
Executive Creative Director: John Furneaux, R.G.D.
Creative Director: James Bateman
Associate Creative Director: Erick Nielsen, R.G.D.
Designers: Eric Nielsen, R.G.D., Dan O'Leary, Mooren Bofill, Provisional R.G.D., Erin Healey
Photographer: Christopher Lawson
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