Leroy’s was just a restaurant concept in the making when FUSESENSE was asked to develop and ignite its brand. The founder, a veteran restaurateur, wanted to launch Leroy’s with a fully developed brand identity and culture, both of which needed to be scalable for growth.
Starting With A Blank Canvas
From the beginning, it was obvious that the founder’s passion for business and food grew out of the relationship he had with his grandfather, Leroy. The more we heard, the clearer it became that the right approach for this restaurant concept was to build a story-driven brand.
Customer experience was key to our strategy, so we actually walked the empty restaurant several times to experience it as a customer. We envisioned the entry way and greeting, the walk to the dining area and the site lines from each table.
THE PERFECT CHOICE
Several logo treatments were developed to ensure the final one best conveyed the brand personality.
Everything about the menu – from the names of the selections to the placement of the namesake’s homage – was done to establish an authentic brand experience for diners.
Staff apparel was designed to feel casual and fun
– just like Leroy’s.
Billboards were designed to create brand awareness and highlight unique menu options.
HIT THE GROUND RUNNING
Once the foundation of the brand and customer experience were intact, we set out to build awareness of the restaurant prior to opening day. The website, social media channels, grassroots marketing, pre-opening advertising and public relations efforts were set in motion.
The Look and Feel
From selection to layout to installation, FUSESENSE coordinated Leroy's entire interior decor and signage package to ensure consistency with the brand's look, feel and personality.
Even the restaurant's entry-facing windows were part of the branding signage. A series of designs were created to both build awareness and drive traffic.