Austin Grill
Brand strategy
Visual identity
print design
When Thompson Restaurants reached out to collaborate on reviving a legacy concept, I was excited to dive into a project inspired by my home, Austin, TX. Founded in 1988, Austin Grill was a staple in the DMV for many years. The TR team was bringing the concept back to life, and wanted to take the opportunity to strategically reposition the concept to stand out in one of the country's most competitive cuisines. A unique blend of classic Tex Mex cuisine and the progressive, eclectic attitude of its namesake city, they already had a distinct approach, but needed to clearly define the concept to invigorate a new audience.
Beginning with a brand audit and in-depth market research, we updated the brand's foundation—positioning, mission, and values—to set the concept apart. An updated tagline reinforced the new positioning and target audiences, transforming "Austin Grill & Tequila Bar" into "Austin Grill: Tex Mex Made Fresh." From there we dove into an all new visual strategy inspired by the colors of the hill country with a vintage lean that's inviting and immersive.
We worked alongside the team at Thompson to transform everything from the logo to menu design to the interior art direction, ensuring each element balanced the legacy of the brand with this updated aesthetic. The result is celebratory, cohesive, and adaptable. By approaching a popular cuisine with a strategic brand identity, we made it easy for the team to craft everything from social media to event graphics to launching more locations.
Brand Strategy, Visual identity, print design, & motion graphics:
Tay Smith Studio
Food Photography:
Thompson Restaurants
Unsplash
“From all of us, THANK YOU.
It has been a true pleasure working with you to bring this brand to life! You are great at what you do and we appreciate your patience, hard work, and the time you spent on creating this brand.”
CAROL PASQUARIELLO | VP MARKETING, THOMPSON RESTAURANTS
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