After 30 years of serving the Tampa Bay area, local quick-service restaurant chain Salem’s Gyros & More was ready to evolve their brand into something fresh, eye-catching, and altogether new.
Salem’s enlisted Schifino Lee for the re-brand because of our extensive restaurant experience with clients like Westshore Pizza and Black Rock Grill. We went straight to work, basing our creative efforts on the strategic insight that Salem’s offers the generous cooked-to-order portions and extensive menu of a sit-down restaurant in a fast-casual environment.
By updating their image and messaging to reflect their array of fresh, high-quality, and hormone/antibiotic-free options, we were able to shine an exciting new light on what the unique franchise brings to the table.
Our Solution
To convey this message to the public, we developed an integrated re-brand beginning with an updated descriptor and logo refresh that transformed Salem’s Gyros & More into Salem’s Fresh Eats. Packaging, point-of-sale materials, and franchise collateral were also updated to reflect the re-brand. Perhaps most notably, the Schifino Lee team partnered with an architectural firm to overhaul Salem’s interior and exterior building design, resulting in an inviting, friendly atmosphere that better reflects their current brand.
Check this out
The cheeky TV spot we created (which you may have already seen on ESPN, BET, or TBS):
