Fleming’s Prime Steakhouse & Wine Bar
Over 12 years, Fleming’s grew from 5 locations to 71 and expanded internationally. Early on, positioning was developed to highlight the shared connection and camaraderie people have over a great dinner with seamless service. “Where evenings out become memorable times” became the mantra: every Fleming’s touchpoint had to be memorable. Being female friendly and communicating an emotional experience, helped to differentiate Fleming’s from its “boy’s club” steak-on-a-plate competitors and contributed to the brand’s tremendous success.
Scope of Work (over 12 years)
• Brand Positioning
• Logo
• Ongoing Promotions
• Creative
• “Keeper of the Brand”
Branding Strategy & Positioning
Bruxie
Bruxie “Gourmet Waffle Sandwiches” had closed half its stores and was struggling financially. A rebrand was necessary if Bruxie was going to survive. After internal brainstorming sessions and discussions, it was determined to focus on the most popular selling sandwich—the fried chicken sandwich—and rebrand around that one item.
“Gourmet Waffle Sandwiches” became “Bruxie: The Original Fried Chicken & Waffle Sandwich.” The new positioning proved to be an easier entree for customers and, more importantly, more appealing to men. A new logo was created to visually represent the brand. There are now 11 Bruxie locations with more coming soon.
Scope of Work (3 years)
• New brand positioning
• New logo
• Brand messaging
• Marketing
• Ongoing Creative
Snap Kitchen
Within the crowded “healthy eating” space, Snap Kitchen was in need of a new Brand Strategy to clearly differentiate itself as a local retail market for pre-prepared meals. Previous iterations focused on ease and health and were too generic. The new Snap brand promise communicates the “why” instead of just the “what.”
Scope of Work (1 year)
• New Mission and Vision Statements
• New Brand Posititioning
• New Brand Promise
• Revised Target Audience
New Brand Positioning: Unique value we bring to a customer
New Brand Promise/Tagline: Customer expectation
Stronghouse Brew Pub
Stronghouse Brew Pub opened in 2020 in the middle of the pandemic. Despite the unfortunate timing, Stronghouse was well-received in the Telluride community for its outstanding beer and food. Branding leveraged the location, an original 1892 stone building and the old-timey vibe. “Let’s beer” became the invitation to come in and visit. Three years later, Stronghouse was awarded “Best Brewpub in the U.S.” by USA Today, along with press mentions in The New York Times, and Condé Nast Traveler.
Scope of Work (3 years ongoing)
• Brand Concept
• Band Positioning
• Logo
• PR/Brand Communications
• Social Media
