PUSH recently completed a superb rebrand of the casual-dining restaurant chain Old Chicago.
Utilizing their research and recognizing the need to distinguish the brand outside of the competition, Push created an entire brand language and hierarchy that included brand positioning to best represent the future of Old Chicago.
Every decision made after that point was designed with that language and hierarchy in mind—including a new logo, descriptor (changing from “Old Chicago 110 Brews, Pasta & Pizza” to “Old Chicago Pizza & Tap Room”), new interior and exterior designs, new graphics, new food and beer menus, new employee uniforms, an interactive, digital beer menu, new HR management guides and an updated internal communications plan—all working together to create the “new” Old Chicago.
The first location of the restaurant’s rebranding efforts has seen positive results since it implemented the rebrand in early 2012. Specifically, the location has since seen a top line same store sales gain of 20%, with an average increase of lunch sales by 31% and weekend sales by 33%. The rebranding of additional locations are currently underway.
See more great examples of this rebrand on the PUSH blog.