Jack Astor’s
Jack Astor’s
Bringing the rebel spirit back to an iconic brand.
Bringing the rebel spirit back to an iconic brand.
Jack Astor’s
Jack Astor’s
The Problem to solve
An establishment of the Canadian restaurant industry for nearly 30 years, Jack Astor’s was known for their quippy slogan tees and provocative name. From day one, they had an irreverent personality–but somewhere down the line they lost touch with that rebellious spirit and fell into the same old chain restaurant feel as their competitors. The Jack Astor’s experience, along with their tone and personality, had grown outdated and was preventing them from connecting with new and younger audiences.
Our Solution
Taking a stand against the mediocrity of chains, we reimagined “Jack’s” as a renegade restaurant, leading the charge towards a more modern and dynamic dining experience. We created a bold brand platform including a new logo, tagline, brand voice, visual identity and photography approach. This new brand foundation influenced our design of a reimagined in-restaurant experience, mobile-first website and menu. Then we “challenged” people to check out the new Jack's for themselves through an edgy and provocative OOH and digital launch campaign
Services
- StrategyBrand IdentityExperiential DesignWebsite UX/UIWriting & Art DirectionProduction
In a world where quality stories can easily blend into the background noise, we wanted to tell the story of Jack Astor’s in a way that truly stood out—one that felt authentic, real, and completely unique to us. We knew we had to take a different approach—one that matches the authenticity demanded by our younger target demographic.
We reimagined ‘Jack’s’ as a renegade restaurant, leading the charge towards a more youthful, dynamic dining experience that influenced the design of a reimagined in-restaurant experience.
Extending the Renegade Experience into the Digital Space
The rebrand translates the high-octane energy of the physical renovations into an immersive digital platform. By replacing corporate polish with the interactive Vibe Check meter and live in-restaurant playlists, the website lets guests remotely gauge the party atmosphere—from "Golf Clap" to "GoneFullJack's". This digital immersion is paired with a mobile-first menu that pivots toward seamless online ordering, converting digital interaction into real-world foot traffic.
