Reintroducing a brand with a steak to claim.
Overview:
Owned by two Shelbyville natives, Cattleman’s had established themselves as the warm, casual, local steakhouse with locations across Kentucky and Indiana. Despite their growth and herds of satisfied customers, their brand equity was largely dependent on word-of-mouth within their tight-knit communities. Cattleman’s needed a new way to tell their story and get that message to folks who appreciate great steaks, great company, and great service.
The Result:
After deeply understanding the essence of the Cattleman’s business, our team refreshed the Cattleman’s brand with new digital and in-store collateral, photography, videography, brand campaigns, social media content and more. The brand is now reaching and resonating with more patrons than ever before and, given what we know about Cattleman’s, we’re pretty sure they’ll be back time and time again.
A Traditional Brand, Reimagined.
Design and Brand RefreshWhile upholding the core elements of the Cattleman’s brand, our design team explored modern design styles, typography, and created design elements that captured the true essence of the organization. With many materials to consider, the team established clear design guidelines to make sure that all menus, posters, graphics, and online materials were cohesive, legible, and bold.
A Site For Discovery.
User-Focused Design StrategyAfter an extensive market analysis phase, our design team got to work on designing a site with customers in mind. The team opted for a clean, ease-to-navigate design to help with the overall user journey. These design choices have since helped users find their favorite location, view menus, and access rewards far easier than before.
Another thing for our team to consider was the increased usability of a mobile-friendly website since we know the majority of Cattleman’s customers are ordering from a mobile device. Nowadays, we know that site visitors largely prefer mobile websites over desktop which placed a huge importance on making sure the site functioned well and looked great from mobile devices, as well as desktop.
Phone Eats First.
Photography, Videography & Food StylingExceptional food deserves to be displayed that way. One key part of this refresh was to find the best way to present dishes and drinks to give folks a true reflection of the tasty, moreish in-store experience. Our in-house photography and videography team found a high-contrast, moodier style that paired beautifully with our new design direction. In addition to a new approach to food styling, the team used intentional, directional light (rather than the previously used front-lit shots) to get the dishes and drinks looking more tasty, less tired.
Knowing Their Folks.
Digital Strategy & Paid AdvertisingWith a new-look brand and a story to tell, our digital marketing team set about getting Cattleman’s in front of the right folks at the right time. Using historical data and market insights, our campaigns and digital marketing initiatives have helped to increase brand lift, customer engagement, and drive more people to their primary Cattleman’s location.
