brasserie 23

RESTAURANT | BRAND-AWARENESS CAMPAIGN | REBRAND CAMPAIGN

bin 23 bistro rebrand to brasserie 23

There’s nothing quite like a rebrand—and this restaurant rebrand was full of discoveries. Early in 2024, the JDA creative and brand teams were charged with the opportunity to create a new brand identity to match Brasserie 23’s refreshed menu, mission and vision. As JDA Worldwide’s dedicated writer for the restaurant, I led all verbal development. Leveraging its target audience insights, I created Brasserie 23’s verbal brand guide, I’d introduced in their successful summer 2023 ad campaign. In concert with my CD and our brand designer, I helped established a comprehensive new brand system for the restaurant, including graphics, a new tagline, and verbal guide — along with new copy for the its reskinned website https://brasserie23.com/

To promote the brand rollout, the creative team crafted a TikTok-forward campaign with ads concurrently running across Meta and OOH signage. The TikTok ads earned “Best in Class” recognition from the platform and were featured in their official best practices for advertising.

CD: Jonathan Vessely // Designers: Michael Saalman, Teah Rushing, Mitchell Acton

Each TikTok ad features custom videos and copy promoting its revamped dinner, brunch, and happy hour.

Brasserie 23 revamped brand visual and verbal applied on the new website https://www.brasserie23.com

Billboard designs created for rebrand awareness campaign.

Bin 23 Bistro summer 2023 Meta + Google Search ad campaign.

Bin 23 Bistro (was) a chic, convivial restaurant located in Granger, Indiana specializing in French fare made from farm-to-table ingredients with an outstanding wine selection and dazzling craft cocktails. For their summer 2023 campaign, me and my CD drew from the brand’s core audience personas to push the brand personality ahead. Evoking visions of the French Riviera and a spirit of wit, whimsy, sophistication, and quintessential French charm, the campaign entices discerning diners to beat the Midwestern heat while enjoying a fresh, local dining experience.

CD: Kristine Deininger // ACD: Jonathan Vessely