Client: SPB Properties
Services: National Rebrand & Design Services
Notable Projects: National rebrand and launch, photo direction, national conference event design, campaign design
Photos: Michael Rutherford
Recruited to lead national rebrand and creative direction.
THE OPPORTUNITY
Logan’s Roadhouse, originally established in 1991 and known for their ribs and ‘roadhouse teas,’ was in desperate need of a brand transformation. I was recruited to lead the national rebrand and creative direction for the organization.
THE SOLUTION
My strategy started with diving back into Logan’s extensive archives, creating an entire room of old advertisements, menus, etc sorted by year. The objective was twofold: uncovering the essence, the very "why," that defined Logan's brand, and devising a means to project an authentic brand presence capable of resonating with both their devoted clientele and a fresh audience. We strategically integrated nostalgic elements from the original Logan's—peanuts scattered on the floor, humming jukeboxes—and introduced a contemporary flair, ultimately giving rise to "The Original American Roadhouse."
Brand Positioning
For Hardworking Heartlanders across the USA, only Logan’s can be today’s Roadhouse because it’s the only place that genuinely welcomes them and allows them to kick back and connect in a vibrant environment with the people that matter in their lives. It’s where they can enjoy craveable, delicious meats, expertly slow-cooked or fire-grilled by grill masters, then leave feeling refreshed back on the road of life.
Brand Purpose
Refreshing people on the road of life.
One plate, one drink and one song at a time.
Life is a journey. What makes it special are the stops along the way, and Logan’s Roadhouse is one of those experiences that serves as a respite for busy lives. Here, everyone can enjoy great tasting food at a reasonable price that’s delicious with a Logan’s twist, but not fancy or highbrow. While you may not know everyone here, you’re treated like family – and we focus on everyone’s favorite entertainment: great times with friends and family set to the universal soundtrack of country music. Reflecting the fact that the human experience has many dimensions, at Logan’s we refresh people mind, body, and spirit.
VISUAL IDENTITY
Crafting our visual identity involved drawing inspiration from the roots of the original Logan's Roadhouse brand. We revisited the iconic peanut-shaped menu, incorporated fonts that resonate with hardworking Americans, and embraced the rustic and neon elements that define the restaurant's interior.
PHOTOGRAPHY
Our approach to photography direction embraced a carefree "come as you are" attitude, channeling the untamed, messy spirit of the Roadhouse. Also emphasizing the abundance of the Roadhouse meals. Employing rustic plating and surfaces, we aimed to authentically capture the unique look and feel of a classic Roadhouse experience.
RESTAURANT UNIFORM
We designed customized gear for the restaurant staff to wear that adapted some playful, ‘Roadhouse’ personality and seamlessly integrated our fresh graphic elements into the design.
CAMPAIGNS
On average, we executed 15-20 campaigns each year, strategically aligning them with new menu launches, holidays, or promotions. Our seamless coordination involved the continual adaptation of both print and digital communications to ensure a cohesive and impactful campaign experience.
