Project Description

A local group was developing a new restaurant concept that would blend the camaraderie and hearty favorites of the Boston Beanery with the family-friendliness and scratch-made charm of Apple Annie’s. Our research discovered that, with roots in America’s railroad industry, “beanery” was the term for the laid-back, open lunchroom where railroad workers, locals and travelers gathered for hot meals. With that, the Beanery American Grill brand was born! To introduce the new concept to the public, a cross-platform brand and strategy — including logo, brand guidelines, in-store and takeout menus, responsive website, print and radio advertisements, social media graphics and more — was built to establish a consistent and cohesive personality.