Qdoba National Rebrand

Qdoba National Rebrand

December 2013 - June 2016 | Prophet Senior Designer

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Qdoba was in need of a transformation. Always seen as “second best,” they entrusted Prophet to help them grow beyond being a merely a challenger brand. Prophet employed its strategy-led approach to define a fresh positioning that created a relevant, persuasive, and durable emotional connection with a new target customer. This strategy was then translated into a compelling visual identity and restaurant design. In the end, the team revolutionized all aspects of the Qdoba brand and led to a 11.7% growth in same store sales after implementing overall strategy.

 

My role was leading physical experience design where we translated brand strategy to the physical environment. We determined that our target customer craved new flavors, and a "mash-up" of taste. We translated this desire into signature graphics, colors and materials to transform the restaurant inside and out. Ultimately, we guided the design of flagship locations that informed the full launch across 640+ restaurants.

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The Qdoba design work has received national acclaim and was featured in an article in Fast Company. I also won a firm-wide client impact award for my contributions. 

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Credits

Images Courtesy of the Client