To stand out against their something-for-everyone casual dining counterparts, we brought Black Angus back to its roots as The American Steakhouse. Their cowboy was rousted from retirement to give voice to the brand – bold, genuine and unapologetic. High-end, mouthwatering photography and bold copy revitalized the brand, and we carried that across every aspect, from in-store menus, POP and environmental graphics to digital marketing and print advertising.

We created a brand as colorful as Fruity Pebbles on an ice cream cone, an interior environment as over-the-top as their loaded bitz, and merchandise & uniform as fun as a Cookies & Cream Pretz with Benefits. After years of brand development and creative ideation (slowed down by a global pandemic), we were excited to see the Twist Nation come together for an epic #twistoff. After an anticipation-building social campaign, the only thing bigger than the lines at the Grand Opening were the smiles when people saw the brand brought to life.