Brand Stewardship to for a Nationally Recognized Steakhouse’s COVID Pivot

SITUATION
We don’t take on too many “design-only” clients. But this one was special. My family and I are fans of the “Parks and Rec” sitcom. When COVID came around Rival was approached by the very same steakhouse that a character from Parks and Rec spoke about during the show. So, I had to jump at this chance. This steakhouse wanted to start generating revenue though retail placement of some of its most popular sauces, condiments, and cocktails.

 PROBLEM
This steakhouse has been around for over 100 years, and this was going to be a big move. Brand stewardship is the ability to step in and capture a brand and keep it running in stride. This was not about big brand changes but rather keeping the very successful status quo.

SOLUTION
The solution was straight up design deliverables with a nod to their existing brand. The pace was fast and unrelenting. But we knew that going in. We worked closely with the marketing team and delivered nearly 30 pieces of packaging in less than 3 months. The highlight was a well budgeted opportunity to create their high-end bourbon cocktail bottle label and RTD can design.

BENEFITS
Success at retail was never going to compensate for the loss of business through COVID. But sales levels exceeded projections by nearly 300%. The bourbon cocktail in both bottle and RTD formats have been the superhero products to date. Sales momentum and the popularity of these products have led to further investigation into developing additional spirit varieties and the construction of a production facility/tasting room distillery. Onward and upward and no turning back.

For more information, contact Steve Redmond at 802-310-6474 or [email protected].