BECAUSE YOU DESERVE BETTER

 

A budding fast-casual burrito concept looking towards their second location and beyond, Tejano BBQ Burrito wanted professionalise and harmonise their brandonline and in storein order to support and propel their expansion.

Employing a cumulative strategy, we began by unearthing and developing the story Tejano wanted to tell. Product and process were already established, and our primary goal was to refine, refresh and reveal a more fleshed out brand identity in an authentic and straightforward manner representative of their personality.

 
 

First determining core values and strategy, we shifted focus to the elements required to convey Tejano's identity and enhance customer experience. To serve immediate and long-term requirements, we spearheaded the development of a graphic brand package (including signature font sets, colours and iconography) and complete photo-visual asset base.

Providing a much-needed refresh to the original St-Henri location and with view toward next locations, we created simplified and brand-right menu boards (designed to streamline the ordering process and promote combos & up-sells) and added a bold splash of the brand's signature red oxide.

 
 

With momentum building and construction of Tejano's second location underway, the interconnected content, graphics and photography culminated seamlessly in the creation of product packaging for house-made salsas, a newly engineered catering program/menu, and the main attractionan all new website.

 
 

Clean, vivid and straightforward, Tejano's new web presence emphasizes the brand's mission, process and values, and is loaded with content and visual narrative. Designed to serve as solid-yet-flexible foundation of a brand primed for expansion, it was critical that the website not only reflect the quality of the Tejano's product but also embody the simplicity and interactive nature of the concept itself.

 
 

To that end, we custom designed a layout and features that would allow for users to quickly and easily find what they're looking for, and dynamic menu and catering pages that mirror and add richness to the ordering experience.

Launched in conjunction with the opening of their new location in Montreal's Old Port, the all-new tejanobbqburrito.com and catering program rounded out Tejano's bold new brand assertion.

 
 

Genuine, uncomplicated and accessible, Tejano BBQ Burrito boasts a brand foundation with a clearly defined vision, values and personality. Geared to engage customers and team members alike, Tejano's newly engrained culture is primed to fuel its forward growth and development.

 

CELEBRATING OUTDOOR GATHERING SPACES

 

At the essence of their trail-blazing concept, Urban Bonfire aims to connect people around the central element of food cooked over fire. Just as the kitchen serves as the heart of the home, so too does your outdoor cooking space become a focal gathering point for friends and family.

Whereas kitchens and indoor cooking are given tremendous attention by specialty retailers, Urban Bonfire observed a massive gap in attention given to outdoor cooking and barbecuing as a whole. Seizing the opportunity, Urban Bonfire tackled the challenge of dramatically shifting consumer perception of a heavily commoditized product category and a market mired in stagnancy.

 
 

Opening in an intimate space with a boutique offering of specialised outdoor cooking equipment, accessories and spices, we emphasised expertise, education and interactivity. Standing in stark contrast to the box-store mentality dominating the industry, we focused on quality, relationships and engagement, and offered a true alternative to discerning consumers.

From suggesting just the right flavours for your weekend cookout to designing and building a complete custom outdoor kitchen, and through hands-on care, content, demos, classes and festivals, we communicated Urban Bonfire's 'voice' above all else. Driven by the ability to create unique experiences and connect people, we sought to inspire and empower our customers and to foster a community and culture around our mission.

 
 

Catering to the entire outdoor cooking experience in a comprehensive yet focused way and curating the best of the best across all product segments was integral to Urban Bonfire's early strategy. With emphasis on design, utility and advantages over features, we rigorously researched, tested and promoted our preferred solutions rather than a vast array of options. Focused on building brand culture, we earned credibility, trust and loyalty, and invested heavily in creating experiential value in store and in our personalised sales consultation process. 

With a burgeoning brand and growing customer base, we created a line of signature spice blends, with plans to expand development of a consumables program into smoking woods and charcoal. Presenting a more refined take on barbecue, the Bonfire Kitchen line of spices and sauces comprises local & worldly flavours, each containing a micro-story behind its origin and pairing suggestions for everything from meats to seafood, vegetables and even grilled desserts.

With spices as with smoking woods, we encouraged customers to explore and experiment with flavours to discover and create their own favourites. Designing signature blends and simple graphics to demystify an unnecessarily convoluted category, we aimed to make the practice of wood-smoking (newly gaining momentum in our region) fully accessible to anybody curious enough to give it a go.

 
 

Outgrowing our original space after just one year, Urban Bonfire moved to a larger location to accommodate expansion of lines, additional merchandising and a more comprehensive test kitchen for increased interactivity. Pulling in the opposite direction of the balance of market, we increasingly gravitated to higher-end offerings and custom outdoor kitchens while continuing to invest in presenting everything the Urban Bonfire way rather than simply reissuing the marketing materials provided to us.

 
 

On the retail side of the equation, we looked to turn the dial on our digital footprint and developed a sophisticated new website with e-commerce integration. Custom designed to capture the depth and breadth of a complex category and present it in an accessible and engaging way, the new urbanbonfire.com incorporates the focal elements of the brand's strategy and identity: design, lifestyle, content, curation, insight and solutionsall tied together in a vibrant and uncluttered layout.

 
 

Confidently cutting through the 'noise' of a cluttered and complacent market and positioning themselves as a focused and innovative voice within their industry, Urban Bonfire has established the credibility and flexibility to explore and develop diverse opportunities. With solid physical and digital foundations and tremendous reputation in support, the brand and business are poised for continued growth and success.

 

GUARDIANS OF THE GOOD

 

An exclusively private property boasting a championship-calibre golf course and facilities, Golf Griffon des Sources was struggling for answers in the wake of nearly a decade of unfruitful efforts. Oversaturated and highly complacent, the golf market has been steadily racing to the bottom and, having launched their concept at the precipice of this decline, Golf Griffon des Sources found themselves stuck in the mud.

Following rigorous market surveying, analysis and internal assessment, we determined to maintain a 'luxury' stance while creating an entirely unique identity in order to boldly differentiate from the balance of market. While others would continue to play down to respond to tightening wallets, Golf Griffon des Sources would play up and speak to the imagination and pride of a limited and highly specific clientele.

 
 

At its core, we worked to ensure that Golf Griffon des Sources offered an experience unlike that of any other golf club, and in that pursuit developed a unique right-of-access structure designed to convert our target audience while remaining true to the club's vision and satisfying its bottom line.

In tandem with and to communicate this one-of-a-kind new model, we forged a compelling brand identity and captivating narrative. Grounded in strong values and promoting pure serenity, Golf Griffon des Sources would extend invitations to a select community of likeminded individuals to stand as 'Key-Holders'granted the power to unlock the priceless treasures within, and entrusted to uphold our mission as Guardians of the Good.

 
 
Nestled among lush greenery and natural springs, the legendary Griffon stands guard over the idyllic beauty and tranquility of its pastoral home in the Lower Laurentians. Offering select guests a truly exceptional experience, Golf Griffon des Sources champions good golf, good causes and good living.
 
 

To maintain and further the club's cachetso vital to our strategywe decided on a highly personalised sales & marketing approach. Inspired by the majesty of the emblematic Griffon, we designed a stately package to be presented exclusively to prospective Key-Holders and partners.

Composed of a visually-charged brochure, luxurious letterpress stationery and custom envelope with wax seal, it conveys the necessary confidence and opulence to reflect and advance the Golf Griffon des Sources brand.

 
 

Boasting a proud and pioneering new identity and structure, Golf Griffon des Sources is equipped with a solid foundation by which to uniquely position itself withinand rise abovea cluttered and complacent market. With plans to extend brand presence across new digital and physical assets and to comprehensively overhaul internal processes and culture, we determined and designed an essential roadmap to actualise the club's ambitious vision and fulfill its long overdue promise.