ROLE: Brand Strategy, Copywriting, Project Management
OTHER CREDITS: Russel Quadros | Temper.is
The Challenge
Uncover a story that connected Shula’s evolving restaurant experience with the legacy of the brand—then apply it across every customer touch point.
A Fresh Take
We developed a brand story honoring the coaching philosophy that brought Don Shula success. That philosophy centered on careful execution, high-standards, and practicing to perfection.
Industry research, competitive analysis, and understanding of the team’s vision for their new brand yielded a sophisticated new identity.
Design took a literal approach to visually represent that concept, shifting focus away from the “Shula” name and placing it on the lowercase “s”—which becomes the primary symbol for the brand and connects the namesake to the steak house.
Chasing Perfection
The brand story came to life in the steak house, where an elevated experience puts the focus on the guest, emphasizing the importance of the smallest details in the food, drinks, service, and decor.
The Result
The brand story and design system allow the Shula’s team, and future franchisees, to consistently apply the new Shula’s Steak House brand across all customer and employee touch points. The rebrand of the steak house also set the stage for a refresh of the Shula’s Restaurant Group branding.
As seen on:
Brand New • Grits & Grids