When you’re 80 years old, you’ve been through a few different looks. Brown Derby already had an iconic symbol that was immediately recognizable to anyone in the Springfield area. We fine-tuned the rest of its branding assets by reintroducing a version of their legacy yellow, typefaces that paid homage to its post-prohibition roots and a clearly defined brand voice.
With more than 10,000 SKUs a year, Brown Derby had a variety of brands sending in media assets to feature on its socials, creating a wide range of styles and emotional responses. We felt like we could tell Brown Derby’s unique, local story better with original content and a focus on short video. Within just a few months we were able to generate more than 100,000 views, re-engaging Brown Derby’s followers and gaining plenty of new ones.
Inside the flagship International Brown Derby Wine Center you can find one of Springfield's most celebrated restaurants in the Derby Deli. The stellar menu is a highly cultivated collection of flavors from around the world that'll make you feel like you're on the cobblestone streets of a European town. We love to sink our teeth into food photography and menu design, so this project was a joy to work on. We created a new menu design to distinguish Derby Deli while tying into the overall Brown Derby brand. We gave the Derby Deli the star treatment it deserves by making its food shine and its menu sparkle.