Bringing the rebel spirit back to an iconic brand.
The Problem to Solve
An establishment of the Canadian restaurant industry for nearly 30 years, Jack Astor’s had a solid rep. Known for their quippy slogan tees and provocative name, the restaurant always had an irreverent personality–but somewhere down the line they lost touch with the rebel spirit that once defined them, and fell into the same old chain restaurant routine as their competitors (think service scripts, identical menu items, and waitresses in LBDs.) The Jack Astor’s restaurant experience, along with their tone and personality, had grown outdated and was preventing them from connecting with a younger audience. It was time to break the mold, because for the next generation of customers, cookie-cutter just wasn’t going to cut it.
Taking a stand against the mediocrity of chains, we reimagined “Jack’s” as a renegade restaurant, leading the charge towards a more youthful, dynamic dining experience. Through the first phase of our DIG~CULTIVATE~THRIVE process, we created a bold strategic brand platform for Jack Astor's, articulated in a new Brand Architecture. This formed the brief for a new logo, tagline, brand voice, visual look & feel and photography approach that influenced our design of a reimagined in-restaurant experience, website and menu. The new brand strategy has now been rolled out to 6 additional locations across the Jack's network.