OLD CHICAGO PIZZA & TAPROOM REBRAND
Client: Old Chicago.
The Project Review:
When it first opened in 1976, casual-dining restaurant chain Old Chicago was one of the first to offer a fresh selection of pizza, pasta and 110 beers from around the world. While the concept was innovative 30 years ago, it’s now somewhat predictable. With 96 locations in 22 states, the chain needed to reinvent its brand. We lead and entire re-brand initiative and created an entire brand language, hierarchy and brand positioning to represent Old Chicago’s future. Starting with a new logo, and descriptor (a transition from “Old Chicago 110 Brews, Pasta & Pizza” to “Old Chicago Pizza & Taproom”) the project included new interior and exterior designs, new graphics, new food and beer menus, new employee uniforms, an interactive, digital beer menu, new HR management guides and an updated internal communications plan.
Creative Team:Chief Creative Officer: Chris Robb
Creative Director: Mark Unger, Ron Boucher
Associate Creative Director: Gordon Weller
Art Director: Kevin Taylor
Copywriter: Kevin Harrell
Studio Manager: Joe Ciaramella
Production Artist: Jordan Damato
Art Producer: Tiffany Findley