How do you re-brand a 29 year old restaurant known for delicious food served by friendly people in 94 franchise locations across the US?
Fusing the history with the new, and then refreshing again!
ST8MNT’s been eggstatic to partner with The Egg and I Restaurants over four years on a massive re-brand, then another refresh three years later, and ongoing marketing needs throughout. See above for the most recent refresh, and below for the original re-brand. We’ve had the fun of fusing the warm and inviting, mother’s kitchen aspect of the legacy brand to the updated, fresh and inviting comfort food in today’s market. The re-brand 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.
We created 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. Fast forward three years, and it was time to refresh the new brand a bit, bringing up tired environment interiors as well. This called for infusing pale blue and gray, and modernizing the brand and asset designs in subtle ways. Redesigning and reformatting the menu to tweak profitability (see above) was also a key part of this refresh.
Art Directing Delicious Photoshoots
The objective of our enticing photoshoots is to distinguish food items based on their seasonal availability and bring the customer in to try them out each season. It’s imperative to hone in on seasonal food offerings with extreme detail and high quality – and food photographer Annette Slade 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.
“ST8MNT has been a tremendous partner and has played a key role in re-defining the voice of two iconic brands in our portfolio — Bread & Company and Egg & I.”
CHRIS TOMASSO – PRESIDENT OF FIRST WATCH RESTAURANTS
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.
Web traffic tripled within the first two months of launch!
Zestful Design for a Landmark Pepper Sauce
The YI-YI sauce’s zestful flavor is a perfect addition to any of The Egg & I’s breakfast lunch or brunch entrée. Our package design objective was to bring the iconic table condiment bottle design up to date with our total rebrand.
We wanted to design a label so that the customer would be enticed to try the spicier option and discover the incredible hot pepper sauce and purchase a bottle to take home and share with the family.
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!
These fresh seasonal promo campaigns have more than doubled the client’s promo sales goals!