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’.
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
• 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