Brasserie 23 Restaurant

brand identity & voice guide

The primary brand awareness ad earned TikTok "Best in Class" recognition and was featured in their official advertising best practices.

The Challenge:

When the owners of Bin 23 Bistro decided to close and reopen as a modern French bistro — Brasserie 23 — they needed a new brand identity to match the restaurant's refreshed menu, mission, and vision. The original concept was beige, bland, and corporate. The new brand needed a distinctive voice to match its ambitions.

My Role: 

As JDA's dedicated writer for the restaurant, I researched target audiences and collaborated with my Brand VP and CD to reimagine the brand's identity and voice — building on the creative foundation established in the Bin 23 Bistro summer 2023 campaign.

The result was a brand that speaks like Moira Rose: cheeky, charming, and impossible to ignore. Inspired by French bistros, New Wave music, and the wit of Hollywood personas like George Clooney, Mindy Kaling, and Lucille Ball, the new voice evokes Parisian whimsy juxtaposed with the restaurant's northern Indiana roots — sensory, sophisticated, and never boring.

The JDA brand and creative teams developed a comprehensive brand system including graphics, a new tagline, and a full verbal guide. I also wrote copy for the restaurant's new website.

Explore the site → brasserie23.com

Brand Guide Excerpts [Brand guide visuals below]

Brand VP: Kristi Neville // CD: Jonathan Vessely // Designers: Michael Saalman, Teah Rushing, Mitchell Acton

See the campaign work that brought this brand to life:

TikTok-Brand rollout

The grand reopening was promoted across TikTok with custom ads for dinner, brunch, and happy hour — the primary brand awareness ad earning TikTok "Best in Class" recognition and a feature in their official advertising best practices.

[TikTok ad clips below]