Mitchells & Butlers
Son of Steak
Creating a refreshing personality that would inform the design, menu, and style of a new restaurant chain.
Mitchells & Butlers came to APS after recognizing a gap in the market for a quick turn around steak restaurant. Our task was to create a complete new brand name, identity and supporting launch collateral, that would help them really stake a claim in the crowded restaurant market.
First of all we needed a name, and out of a long list of suggestions we hit on Son of Steak. From there we set about creating a refreshing personality that would inform the design, menu, and style of the restaurants, based on key insights on who the target audience would be.
Working with the Son of Steak chefs, we directed a photoshoot that would capture the food, environment and feel of the restaurant. We also developed a strong tone of voice for a variety of multi-channel communications to enable the restaurant to attract customers with a little disruption.
This complete top-to-bottom rebrand was handled on time and budget to allow the first test restaurant to open as scheduled in Birmingham. The launch of Son of Steak was met with a huge amount of positivity by both Mitchells & Butlers as well as the people of Birmingham.