Project Type { Brand Design / Web Site Design & Development
Texadelphia is a restaurant franchise founded in 1981 by the Quintessence Corporation in Austin, Texas. The chain of restaurants, boasting “The Original Texas Cheesesteak” has spread to as many as 25 stores located in the Southwest US.
The Texadelphia group sought to enhance their brand on a massive scale. Sales were down, and driving this was the fact that the franchisees had began to experiment with sub-brands on their own. There was no longer a “model” for who or what Texadelphia was.
Our Brand Strategy team took the Texadelphia through an intensive brand discovery camp allowing the team to realize the current needs of Texadelphia customers. OFB visited locations, audited marketing and advertising practices, interviewed customers, and ate lots of cheesesteak. Armed with this information, and a few extra pounds around the middle, we began to concept a strategic plan of attack that called for new brand identity, interior and brand atmosphere overhaul, new music paradigm, improved ordering procedures, customer greeting practices, an advertising campaign that focused on catering, and finally a new web presence that served not only as an online PR tool but an internal business system to manage franchise marketing efforts and in store merch.
Our design team first forged a new identity that included logos, business collateral, uniforms, menus, napkins, cups, new bags and boxes. The team created a timeless vintage look for the brand while drastically improving readability and punch. We then created a full campaign of posters, print ads, promo vehicles, bus ads, and spots for the Texadelphia catering campaign entitled “Phill’Em Up.
Design Birth Place: The design for the Texadelphia branding was initially conceived in a diner near Canton, Texas (Home of First Monday Trade Days). We had been doing research on vintage tins at the antique shops and flea market there. It was cooooold, So the TEXAS brand, suede two tone boots were in order. Steak and eggs breakfast for dinner.