The goal was to create a unique identity as well as the supporting components of a strong visual signature for new restaurants and its food, in the Aksarben Village and West Omaha locations. The identity had to be a differentiator as the restaurants were start-ups in a very competitive market. Our vision was to create an identity that resonated with the consumer and combine that name with a visual identity that reinforced the perception of their signature product, the gourmet cupcake.
Our goal from the beginning was to create a brand that could function as effectively on a national stage as it could locally. We wanted the identity to be synonymous with the Jones Bros products. We began with a multi-phased approach to the restaurant’s name, including one on one testing with consumers in the target demographic, group testing and extensive identity research in the Omaha market as well as key national markets. Working with the architect, we developed over a 90-day period a color palette and a logo that reinforced visually the essence of the Jones Bros. Cupcakes restaurant experience. Ancillary brand icons, interior and exterior signage, packaging, wall graphics, window treatments, and a web site completed the initial brand system. Every element reinforced the other components of this brand system yet each individual component, such as the logo, or packaging could stand on it own merit.
Jones Bros. Cupcakes has been a success from their opening day. The branding has garnered praise for Jones Bros. Cupcakes from major design publications as well as contributing to recent national TV exposure. Most importantly, the owners of Jones Bros. Cupcakes have repeatedly acknowledged their belief that the branding and its execution has been instrumental in their initial and ongoing success.