One of the oldest steakhouse brands in South Africa, this original 1960s icon of the ‘steak’ industry had declined. We were called upon to critically evaluate their brand strategy, especially the target market, and to reinvent the legendary brand in a fresh, evocative and relevant manner.

We reinvented the brand and eating experience through leveraging residual positive visual equity but repackaging the classic in a contemporary language. We also rolled out the design across store formats and all collateral.