Communicating the appeal of a brand committed to doing things differently.

In the increasingly competitive fast casual food service landscape, consumers are offered no shortage of options. The traditional fast food players continue to leverage their gigantic marketing budgets to ensure a seat at the table. At the same time, national fast casual options like Chipotle, Panera, and CoreLife Eatery have defined a new niche, while locally innovative companies like Lloyd and Rachel’s vie for attention in their own right.

With this competitive landscape in mind, Michael Tobin approached the Mr. Smith team to help his new poke bowl concept, Fresh Catch Poke Co., stand out from the crowd. Together, Tobin and Mr. Smith created a consistent visual identity that was flexible enough to be deployed cohesively throughout the restaurant’s various collateral sets. This versatility allows the brand to scale messaging efficiently without worrying if something creates friction or dissonance in the minds of potential consumers.

One major value proposition at Fresh Catch is the freshness and quality of the ingredients (especially the fish). To best communicate this differentiator, the Mr. Smith team decided to develop a custom mural and iconography that would serve as a dominant focal point in the interior design of the restaurant. This mural serves three purposes: 1. Help anchor the overall presentation of the brand; 2. Clearly identify the sourcing of the fish available on the menu (including geographical accuracy) and the emphasis on local vendor relationships wherever possible; 3. Provide an opportunity to educate consumers on the basics of the poke bowl concept in order to create an immediate level of comfortability.  

As a new kind of restaurant concept, Fresh Catch has a big job in continuing to market itself and make people comfortable with who they are and what they’re about. To ensure a consistent presentation of the brand, Mr. Smith has provided ongoing design work, photography, social media management, and consultation to the Fresh Catch team as they establish themselves in the WNY region and enjoy continued success.

Mr. Smith was responsible for the overall Brand Identity, Menu/Stationery, Collateral Design, and Interior Branded Elements.

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