"The new Smokey Bones experience changed all consumer touch points into something interactive, exciting and personal."
A new brand position, reflecting the thought written above, was created for Smokey Bones.
Push shifted the target audience and created, developed, tested and implemented a revised brand and environment for all Smokey Bones restaurants nationwide. Gone is the mountain, log cabin theme showcasing hilltop scenery and canoes prevelant in the old logo and brand.
With the rebranding came an overhaul of the menus. New design, layout and even new menu items were added to complement the new brand.
Each Smokey Bones restaurant has a location-specific site that features info about the Web Host, photos, a menu, current promotions, online ordering and links to the corresponding Facebook and Twitter. Web Hosts are trained on social media best practices.
A restaurant-use-only iPhone application was created exclusively for the Web Hosts at each Smokey Bones location. The app enables guests to sign up for the Bones Club, the Push-created Smokey Bones loyalty program.
With the new look of each location came the need for new interior decor. Boneisms, which are Smokey Bones’ philosophies on how to live a more fired-up life, are one element of the new branding, sharing fun and humorous advice with consumers.
The Boneism posters are displayed throughout each rebranded restaurant, adding to the fresh, energetic vibe of Smokey Bones.
The Boneisms have capture the attention of Smokey Bones guests, further fortifying the energy and liveliness of the new brand in each rebranded location.
Adding to the fun, energetic vibe of the remodeled Smokey Bones, humorous signage adorns interior walls at each restaurant location.
Boneisms also appear on coasters, as the bar and energetic atmosphere have become the focal point of the new Smokey Bones.
The flame icon can be seen throughout Smokey Bones collateral, and also in the design elements of Smokey Bones.
The new branding targets social starters, individuals who are focused on having social lives, meeting people and appreciating places that cater to the different needs for being social—be it a night out or a casual drink.
To spark conversation between guests and team members, t-shirts were created.
From Bones Club e-blasts to in-store advertising, promotional pieces display the new look and showcase playful copy points to grab the attention of guests.