Kelsey’s Original Roadhouse
The Kelsey’s Restaurant brand owners approached Insite with a challenge — to assist the franchise in rediscovering their brand and then communicating it through graphic expressions within their brick and mortar stores — their experiential places.
It was concluded that part of the spirit of the brand was in the authenticity of its deep roots laid within each community; their sensitivity to and local knowledge of the area of each location. This had always been important to the brand but it’s a sentiment easily lost within today’s noisy society.
Secondly we realized that the once crowded brand space which the restaurant had created — the all inclusive and family roadhouse — was abandoned by all competition like old news. We felt strongly that this space still had a relevant place in Canadian audiences’ hearts and that the opportunity was right there to stand firmly and proudly on the “roadhouse” brand statement and as a result we re-introduced and clearly stated roadhouse while adding the “original” assertion.
To more loudly re-inforce the local nature of the stores we developed a graphic program that could be culturally adapted to each locale — a series of ideas expressed through signs, murals and statements that encapsulated the local flavour, Canadian identity and proud roadhouse sentiment.
The result has been fantastic with dramatic increases in sales. Even within the previously renovated stores, the new application of brand expression provided a substantial lift and a noticeable shift in demographics.