Our Work

old_chicago_header

Set background for this section here:

The Challenge

A thirty-year old pizzeria just completely overhauled its image. Gone was the kitschy art deco design and cheap-food-but-lots-of-it mentality. In was a modern look, a new menu of crafted food, and beer. Lots and lots and lots of beer.


OldChicago_Approach

 

Our Approach

Old Chicago was a key part of the Craftworks Restaurant & Breweries portfolio. Unlike its cousins, the Old Chicago guest experience was built around pizza. Literally. A perfect visit to Old Chicago meant gathering around the table, sharing a great handcrafted pie and exploring award-winning beers from all over the world. We wanted to efficiently communicate all the changes happening at Old Chicago while reinforcing a friendly, social experience.



 

Set background for this section here:

Brand Building

We created a bold new brand building campaign to introduce major markets to the new Old Chicago brand. Cutting-edge typography over kitchen textures of empty pizza pans gave OC advertising collateral a cool, modern feel that was anything but old and stale. For the copy, we literally told the audience why Old Chicago was ready for a brand overhaul. The voice was fearless and excited, embracing the change in food culture without sacrificing a friendly neighbor tone of voice.

 

 

.

333333_Dark Gray

National Broadcast

Brand building is all about making promises and keeping promises. So when it was time for the new Old Chicago to promote limited-time offers over the air in local markets, we produced documentary-style video in real restaurants with real employees and guests. We captured b-roll during business hours whenever possible. We wanted whatever the audience saw on television to be just like what they found when they walked in the door.


Set background for this section here:

Website

Old Chicago shares website architecture with CWRB brands Rock Bottom and Gordon Biersch. On the homepage: a big slideshow communicates up-to-the-minutepromotions, while the 3+2 featured links provide easy gateways to special sections of the website or link directly to affiliates. From there, category level pages provide a clean interactive menu experience with site categories arranged logically by food type. Finally, the detail-level pages give users a full description and a big clickable photo for each menu item.


Set background for this section here:

Set background for this section here:

Set background for this section here:

Set background for this section here:

f1ea00_yellow

Results

Old Chicago continues to grow at a breakneck pace, with almost 100 franchises operating in 22 states. As of 2014, the Old Chicago website ranked #1 in Google for the “pizza and taproom” keyword string.


Set background for this section here:

Set background for this section here: