brasserie 23 restaurant

brand identity | “Cheeky” rebrand — Core messaging + tone & voice

Bin 23 Bistro was a hip, 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. When the client decided to close Bin 23 Bistro and replace it with a new concept, Brasserie 23, they needed a new brand identity to match the restaurant’s refreshed menu, mission and vision.

As JDA Worldwide’s dedicated writer for the restaurant, I researched it’s target audiences and collaborated with my Brand VP and CD to reimagine the brand’s personality. Inspired by famously witty Hollywood personas and quintessential French charm, my team and I injected a spirit of whimsy, sophistication and cheeky-ness into Brasserie 23 brand.

Collectively, the JDA Worldwide brand and creative teams developed a comprehensive new brand system, including graphics, a new tagline, and verbal guide (see below) — along with copy for the restaurant’s new website https://brasserie23.com/

To promote the revamped restaurant and brand, the creative team crafted a rebrand campaign that ran across Meta, TikTok and OOH.

Brand VP: Kristi Neville // CD: Jonathan Vessely // Designers: Michael Saalman, Teah Rushing, Mitchell Acton

TIKTOK-FORWARD BRAND ROLLOUT

The Brasserie 23 grand reopening and rebrand was promoted across TikTok with custom ads featuring dinner, brunch, and happy hour. The primary brand awareness ad earned “Best in Class” recognition from the platform and was featured in their official best practices for advertising.

web copy

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

OOH

Billboard designs created for rebrand awareness campaign strategy.