‘UNCHAINING’ AN ICONIC RESTAURANT BRAND
LIVE FREE AND EAT
JACK ASTOR’S REBRAND, PLATFORM & LAUNCH CAMPAIGN
From their provocative name to their quippy slogan tees, Jack Astor’s once had a solid rep as the trouble-makers of the Canadian restaurant industry. But somewhere between servers in LBD’s and uninspired menu items, they lost touch with their rebel spirit and started blending in with their competitors.
Jack’s needed our help to break free from the restaurant chains. So we gave them a badass brand revamp – complete with an all-new platform, tagline, visual look & feel – oh and a fully reno’d flagship location to bring it to life.
Fresher, freer and more fun–we brought the sense of rebellion Jack’s once prided themselves on back to the brand to bring a whole new generation in their doors.
THE PLATFORM
New tone, new ‘tude.
We created a new tagline and a younger, bolder brand voice to bring the rebel spirit alive throughout all communications – giving Jack’s an ownable sense of edge, and helping them connect with a younger audience.
Oh, and we got them to drop the “Astor’s.” NBD.
THE LOOK & FEEL
Spending time with friends. The original social feed.
We traded posed and picture-perfect, for a fresh, Polaroid-inspired lifestyle photography approach that celebrates freedom and fun. Our shots are lively and always mid-action, because at Jack’s we’re living for the moment, not for the ‘gram.
–
Perfection can eat it.
In an industry obsessed with highly-styled, flat-lay food photography, we brought a raw and authentic POV to Jack’s–freeing food from the product shot and embracing it in its imperfect, but authentically delicious states.
THE ALL-NEW JACK’S AT SQUARE ONE
We redesigned and reimagined the physical space and in-restaurant experience at Jack’s flagship location to bring “Live Free and Eat” to life.
THE LAUNCH CAMPAIGN
Since Jack’s Square One was the pilot restaurant to put the new brand in action, our OOH launch campaign flanked the area to reach Gen Z everywhere they were at–the mall, Cineplex, campus and on social.
CREDITS:
Associate Creative Directors/ Writers: Lindsay Eady, Stephie Coplan
Associate Creative Director/ Art Director: Damon Crate
Junior Copywriter: Nuala Murray
Junior Art Director: Mriga Suchdeva
Design Director: Adriana Ivory
Designers: Elijah Kamran, Lee Jong
Creative Director: Shane Ogilvie