To refine and distinguish restaurant identities, Team Creatif USA strengthened the brand story for Brazwells Pub to not only differentiate it from other brands in the restaurant group portfolio but also across the competitive Charlotte market.
Brazwells, part of Bottle Cap Group, has been known locally for its familiar essence. For people in the Myers Park and Park Road areas of Charlotte, Brazwells has been a long-time neighborhood joint that is perfect for after-work drinks with coworkers and family dinners on Sundays. Staff was more like family than servers and the patio provided a tree-covered place to relax. As development and growth in the immediate and surrounding areas exploded, Brazwells found that its once loyal patron base was exploring different restaurants and food experiences.
PORTFOLIO/BRAND COLOR SELECTIONS
BRAND COLORS SELECTED TO REINFORCE THE BRAZWELLS STORY
We saw an opportunity to remind patrons about the story of Billy “Braz” Brazwell as the namesake for the food & drink spot and to reinforce the location as a place for the people of Charlotte to gather and enjoy. We created a brand story that infuses nostalgic elements from classic Charlotte with a modern, southern sports club accent. The brand development included strategic positioning, brand story, point of difference, descriptive attributes, voice/tone, patron target description, employee target, and more. Combined, the brand components describe a narrative that is familiar and legendary reflecting Billy’s persona from Central High to the US Air Force.
BRAND STORY DEVELOPMENT PUT INTO PRACTICE FOR INTERIOR DECOR SELECTIONS.
