THE BRIEF
Bringing the rebel spirit back to an iconic brand.
The Problem to Solve
An establishment of the Canadian restaurant industry for nearly 30 years, Jack Astor’s had a solid rep. Known for their quippy slogan tees and provocative name, the restaurant always had an irreverent personality–but somewhere down the line they lost touch with the rebel spirit that once defined them, and fell into the same old chain restaurant routine as their competitors (think service scripts, identical menu items, and waitresses in LBD’s.) The Jack Astor’s restaurant experience, along with their tone and personality, was growing outdated and preventing them from connecting with a younger audience. It was time to break the mold, because for Gen Z, cookie-cutter just wasn’t going to cut it.
Our Solution
Taking a stand against the mediocrity of chains, we reimagined “Jack’s” as a renegade restaurant, leading the charge towards a younger, more dynamic dining experience. We created a bold, new brand platform including a new name, tagline, brand voice, visual look & feel and photography approaches, that influenced an all-new in-restaurant experience. Then we brought it all to life in an out of home and digital launch campaign.
Fresher, freer and more fun–we brought the sense of rebellion Jack’s once prided themselves on back to the brand to bring a whole new generation in their doors.
A new tagline and a younger, bolder brand voice to bring the rebel spirit alive through all communications.
New food photography:
Perfection can eat it.
In an industry obsessed with the perfectly styled flat-lay, we brought a raw and authentic POV to Jack’s food photography–freeing food from the product shot and embracing it in its imperfect, but authentically delicious states.
New lifestyle photography:
Spending time with friends. The original social feed.
We traded posed and picture-perfect, for a fresh, Polaroid-inspired photography approach that celebrates freedom, fun and living in the moment.
The black and white treatment breaks through the colour of the competition, and the modern red tint adds an ownable Jack’s touch.
Taking it back to Square One
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Taking it back to Square One 🍗
Jack’s Square One was the pilot restaurant to put the new brand in action, so we flanked the surrounding area with our launch campaign to reach Gen Z everywhere they were at–the mall, Cineplex, campus, and on social.
