The Egg and I Restaurants white logo with their tagline

The Egg & I Restaurants

Branding Breakfast & Lunch
the most eggs-cellent way

How do you re-brand a 29 year old restaurant known for delicious food served by friendly people in 94 locations across the US?

Type header design and brand element graphic for The Egg & I Restaurants for ST8MNT Brand Agency case study
A list of branding elements for The Egg & I Restaurants that include sketched illustrations, textures, and typography for ST8MNT Brand Agency case study

Fusing the history with the new

ST8MNT’s been eggstatic to partner with The Egg and I Restaurants on their re-brand and marketing needs. We’ve had the fun of fusing the warm and inviting, mother’s-kitchen aspect of the brand to the updated, fresh and inviting comfort food in today’s market. The key art dials back to the integrity of The Egg & I Restaurant’s natural ingredients, as the logo was also stripped back to it’s natural structure. We took their great wood textures and engraved illustrations and grew and extended them in a way to feel memorable and welcoming.

The Egg & I was using a yellow checkered pattern across their old website, marketing materials, and menus. We sought out to create a new pattern that integrated the brand assets in a visual way that married the history of The Egg & I with the new, in a fresh way. ST8MNT has also worked with The Egg and I on brand voice evolution, taking it’s historical hospitality and bringing an engaging quirkiness that energizes the offering, yet still speaks to their audience in an authentic way.

Image depicting the Togo menu for The Egg & I Restaurants
Kids food menu and Gluten Friendly menu designs for The Egg and I Restaurants for ST8MNT Brand Agency case study
Food photography Directed by Josh Newman including frittata, sandwich with salad, and fall waffle for The Egg and I Restaurants for ST8MNT Brand Agency case study

Food photograph of Farmer's Hash for The Egg and I Restaurant Art Directed by Josh Newman for ST8MNT Brand Agency case study

Art Directing Delicious Photoshoots

The objective of our enticing photoshoots was to distinguish food items based on their seasonal availability and bring the customer in to try them out each season. It was imperative to hone in on seasonal food offerings with extreme detail and high quality – and food photographer Kyle Drier knocked it out of the park! In return The Egg & I seasonal menu items look fresh and delectable, making you instantly hungry. These images help drive promotional material, limited time offers, and crucial website assets.

Home Page website design for desktop, mobile, and tablet for The Egg & I Restaurants for ST8MNT Brand Agency case study

Putting all our Eggs in one website

A re-design of The Egg and I site was a major component of the brand refresh. We had already established brand visuals that felt inviting, fun and a bit quirky. Now it was our opportunity to apply interactivity to them within the digital space. We were able to utilize all of the little elements that encompass the brand refresh throughout the site design, and ensure the digital experience was current and tailored to mobile users.

This new dynamic site is built with functionality catering to the modern brunch consumer. Our user-friendly nutritional calculator and restaurant locator present further accessibility to these progressive brunch goers. Plan your meals ahead or book a meeting room online all at the Egg & I. It was also built with a robust admin area for individual locations to edit things unique to their location.

Food menu page website design for desktop, mobile, and tablet for The Egg & I Restaurants for ST8MNT Brand Agency case study
Location pages website design for desktop, mobile, and tablet for The Egg & I Restaurants for ST8MNT Brand Agency case study
About and Contact website design for desktop, mobile, and tablet for The Egg & I Restaurants for ST8MNT Brand Agency case study

theeggandirestaurants.com

Seasonal Campaigns That Entice & Drive Sales

We craft seasonal campaigns within The Egg & I brand system, yet with seasonal flair and expanded visual exploration. From the seasonal food offerings photoshoot, to online promotion, to in-store posters, table tents and menus, the campaigns sell “fresh,” “new” and “limited-time-offering” to the customer. This reinforces the brand and brings the customer in again and again for the new each season!

Holiday Seasonal Branding designs for the Egg and I restaurants for ST8MNT Brand Agency Case study

Winter Seasonal Branding designs for the Egg and I restaurants for ST8MNT Brand Agency Case study

These fresh seasonal promo campaigns have more than doubled the client’s promo sales goals!

Fall Seasonal Branding designs for the Egg and I restaurants for ST8MNT Brand Agency Case study
Summer Seasonal Branding designs for the Egg and I restaurants for ST8MNT Brand Agency Case study

Promotions and Social Media Channel Branding

Digital marketing of email designs, coupons, and facebook cover photo for The Egg and I Restaurants for the ST8MNT Brand Agency case study