BRÄTWORKS

Brätworks is a fast-casual chain in Southern California. Although the hot dog is familiar to everyone, Brätworks’ has a very unique take with different concoctions and a massive toppings bar. The tagline, ‘So Familiar Yet So Unique’ describes the entire brand promise in only five words.

A brat is a pretty irreverent food (and word), so I worked up an irreverent voice and wrote engaging headlines anywhere I could. I wanted the customer to really have fun with the brand. I complimented the voice with an industrial look and feel that played nicely against the word ‘works’.

ELEMENTS:
Brand Strategy and Research, Logo, Tagline, Manifesto, Look and Feel, Typography, Palette, Iconography, Copy and Tone, Website, In-Store Graphics, Packaging, Point of Sale, Brand Guide, Franchise Sales Kit

RESULTS:
• Expanded from two corporate locations to multiple franchises in Los Angeles, San Bernadino, Orange County, Palm Springs, and Austin, Texas
• Added four corporate-owned Westfield Mall food court locations

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