Southwest Market Cuisine
Southwest Market Cuisine, a St. Louis institution since 1968, has carved a niche in the city's lunch scene with its towering, customizable sandwiches. This case study explores a hypothetical reimagining of Southwest Market Cuisine's brand identity. We aimed to create a fresh, modern approach that builds upon the restaurant's legacy of delicious food and friendly service, attracting new customers seeking a vibrant and inviting lunch destination. This exercise demonstrates the potential of strategic branding to elevate a beloved local business.
Challenge: Southwest Market Cuisine, while a beloved St. Louis institution, has a brand identity that looks and feels dated. This outdated look might be limiting their visibility, as well as their ability to attract new customers seeking a fun, modern, and vibrant lunch experience.
Solution: The solution involved a comprehensive brand identity refresh to attract new customers while retaining its loyal fanbase. Here's a breakdown of the key elements:
Expanded Color Palette: We expanded upon their existing color scheme to create a vibrant and fresh palette that reflects the energy and deliciousness of their food. This new palette can be used across various branding materials.
Typography System: A carefully chosen typography system was established. This includes fonts for headlines, body text, and menus, ensuring clear communication and a cohesive visual identity.
Vintage-Inspired Logo: A new logo was designed with a vintage aesthetic, paying homage to Southwest Market Cuisine's rich history while feeling modern and relevant to today's audience.
Mascot Integration: To add a touch of personality and memorability, a mascot was developed. The new mascot embodies the spirit of Southwest Market Cuisine and reflects their friendly service.
This hypothetical brand refresh highlights the power of strategic branding for established businesses. Here are some key takeaways:
Relevancy for Existing Customers: A brand refresh doesn't have to abandon a restaurant's legacy. By incorporating elements that subtly reference the brand's history, the core customer base can feel a sense of continuity while the brand feels more relevant to modern times.
Attracting New Customers: An updated brand identity with a vibrant color palette, a clear typography system, and a fresh visual language can effectively attract new customers seeking a modern and inviting dining experience.
Cohesive Brand Experience: Developing a comprehensive brand identity system ensures consistency across all touch points. This creates a strong and memorable brand experience for customers, from the moment they encounter the restaurant online to the moment they step through the door.
Elevating a Local Business: Investing in strategic branding can elevate a beloved local business, allowing it to compete more effectively and attract a wider audience without sacrificing its core values and loyal customer base.
By following these principles, established restaurants like can ensure their brand stays relevant and continues to thrive in the ever-evolving culinary landscape.
