Challenge
To ‘reboot’ the brand and digging into the personality and culture being built at TrickDilly. Keeping the fun and encouraging the daring to try something new was core focus to encourage a cohesive and vibrant brand.

Obstacles
Blue Zoo was brought in after the restaurant had already been designed and running for several months. Rather than try to strip away what had already been built, the team worked on incorporating elements that worked, colors that evoked a feeling, and a style that enhanced the parts of the brand that already worked.

Idea
Shifting from the tagline “Not your father’s tacos” to “Tricked Out Tacos” became the anchor for rebranding. “Crazy Fresh Ingredients” was a spin-off of language and idea for the gourmet tacos and their restaurant.

Tactics
Redesign of the logo that was stronger and easier to reproduce. A complete brand guide with fonts, elements, colors, and imagery was built. A photography shoot of not only the food and ingredients, but of how it all comes together, the restaurant elements, and people enjoying the food were created. A promotional video, in-store materials, advertising specialties, and a website were created in unison for consistency.

Results

• Brand recognition has drawn attention at their location and visitors express a great experience from the food and visual surroundings.
• Celebrating one-year at their store with giveaways and entertainment yielded a larger email list to market to in the future.
• Growth has been increasing steadily month-over-month
• Plans are going into place to being targeted advertising to keep growth steady.