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.
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.
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.
Old Chicago shares website architecture with CWRB brands Rock Bottom and Gordon Biersch. On the homepage: a big slideshow communicates up-to-the-minute promotions, 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.
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.