What do you do when your restaurant client wants to give their well-loved brand a top-down refresh? Complete with new logo, menu, and dining experience. How do you keep the core customers happy (long- and short-haul truckers) while simultaneously convincing the average diner that a truck stop is a great place to have dinner?

First you develop a new logo that has its roots in the old west, but with a modern flair. Then you design a menu inspired by the historic ranches of Texas to showcase the hand crafted modern BBQ, USDA Prime steaks, and country comfort food this restaurant excels at serving. Finally, you produce the POP collateral, interior and exterior signage that continues this modern take on classic American food heritage.