Since opening their doors in 1996, Old Bag of Nails has grown into a regionally well-known restaurant. With 15+ locations across Ohio, Michigan, and Indiana, the brand presence was not consistent. Each piece of communication looked different and countless "logos" were in use. The name was always expressed differently. No established brand standards, visual identity or brand messaging. This didn't reflect the uniqueness, quality, scale, and longevity of the restaurants. With future goals of new locations, new restaurant concepts (such as a to-go version) and potential Old Bag of Nails products on grocery shelves, they needed a unique and established identity.
We developed brand language like "Irish Pub. British Grub." and "Slinging Fish Since 96" to accurately describe their uniqueness and longevity. A feat in the restaurant industry. OBoN had obtained family historical photos and had been using one of the photos as a mascot. We used the brand equity of these elements and made them feel more purposeful, ownable, and usable. The brand refresh and voice gave Old Bag of Nails an entirely new and elevated presence to set them up for the future.
