OLD CHICAGO PIZZA & TAPROOM REBRAND

Client: Old Chicago.
Project: Rebrand
Agency: Push.

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.

Awards:
Featured on  Communication Arts Exhibits site.

Articles:
ID
Communication Arts
National Restaurant News

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

New Logo

New Logo

Brand Elements

Brand Elements

Collateral Design

Collateral Design

Employee Uniforms

Employee Uniforms

Menu Design

Menu Design

Pizza Box Design

Pizza Box Design

Coaster Designs

Coaster Designs

Glassware Design

Glassware Design

Interior Design

Interior Design

T-shirt Design

T-shirt Design

Vehicle Wrap Design

Vehicle Wrap Design

Silverware Design

Silverware Design

Linen Design

Linen Design