Famous Dave's National Rebrand

PROPOSAL:

Famous Dave's National Rebrand

December 2014 - May 2015 | Prophet Senior Designer

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Famous Dave’s had lost its way. Competition from “fast-casual” restaurants drew FD’s millennial customers away from the traditional casual dining experience. However, we discovered this new generation still had a passion for bbq, but craved something more than just good food. These customers valued social experiences and quality, over price and portion size. We labeled this customer segment the "rack pack" and tailored our designs to appeal to their unique sensibilities.  

 

My role on the Prophet team was to replace the outdated restaurant design with a new national prototype.  My focus centered around exterior envelope and overall form was a reinterpretation of a traditional barn. The black and white palette was distinctive, and the use of charred wood paneling created a full sensory experience. The combination of traditional and modern elements resonated with our design target and differentiated Famous Dave's from other casual dining players in the market.

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Credits

Images Courtesy of the Client