Brasserie 23

dining & hospitality | campaigns

Rebrand x TikTok-Forward Brand Rollout

The restaurant’s grand opening teaser ad earned TikTok "Best in Class" recognition and was featured in their best practices for advertising.

The Brief:

When the owners of Bin 23 Bistro decided to convert the restaurant into a modern French bistro — Brasserie 23 — the JDA creative and brand teams were charged with reimagining the brand's identity and launching the reinvented restaurant with fresh ad creative.

My Role:

As JDA's dedicated writer for the restaurant, I developed awareness campaign concepts with my CD and designers, and wrote all ad copy — drawing on audience insights from the brand guide I created and the successful Bin 23 Bistro summer 2023 campaign.

The Voice:

The original Bin 23 concept was beige, bland, and corporate. The new identity needed a distinctive look and a voice to match. Inspired by French bistros and New Wave music, the brand's new voice speaks like Moira Rose — cheeky, charming, and impossible to ignore. Think Parisian whimsy meets northern Indiana, filtered through the wit of George Clooney, Mindy Kaling, and Lucille Ball.

TikTok Campaign

The brand rollout launched across TikTok with custom ads for dinner, brunch, and happy hour — all featuring spunky, jazzy music and crisp, bright imagery from the new menu.

The grand opening teaser ad, featured below, earned the TikTok "Best in Class" — featured in TikTok's official advertising best practices.

OOH Billboards

Billboard_48x14_Mockup_French Reverie.jpg

Email Campaign

Featured Copy:

Bastille Day — Grand Reopening:
"If you long for a French escape but don't have plans to leave U.S. soil this summer, join us for the ultimate French celebration this July 14th as we toast Bastille Day and reveal our revolutionary transformation into Brasserie 23."
Summer Dining:
"You don't need a ticket to Saint-Tropez for a hint of French vacation vibes. Stop in for lunch, brunch, or dinner to delight your senses and savor the best in local, seasonal ingredients. Grab your most dramatic sunnies and feel très chic soaking up the sun on our patio with one of our floral lattés or refreshing cocktails."
Happy Hour APÉRO Promo:
"Bonjour Neighbor, It's high time you take a moment to savor the sweetness of life — just like the French. Don your best beret and gather your crew for luscious appetizers and refreshing cocktails from our APÉRO menu.”
(Scroll to the bottom of this page for all email visuals)

website copy

The full Brasserie 23 site features my rebrand verbal messaging. Explore the site.

See the brand identity that informed this campaign

CD: Jonathan Vessely // Designers: Michael Saalman, Teah Rushing, Mitchell Acton

Bin 23 Bistro | Summer 2023 Campaign

The campaign that informed the rebrand.

The Brief:

Bin 23 Bistro was a chic, convivial restaurant in Granger, Indiana specializing in European farm-to-table fare, an outstanding wine selection, and dazzling craft cocktails. For summer 2023, my CD and I were tasked with capturing the restaurant's shift toward a more European menu and driving diners through the door during peak season.

The Concept:

We transported Midwestern diners to the French Riviera — without leaving northern Indiana. The campaign blended sensory, evocative language with the wit and sophistication of famously charming Hollywood personas, evoking whimsy, warmth, and quintessential French charm. Ad visuals featured watercolor-style artwork — dishes and cocktails animated to appear like clouds materializing on screen — giving the campaign a distinctly artistic, dreamy quality.

The Connection:

The voice developed for this campaign became the creative foundation for the entire Brasserie 23 rebrand.

Featured Meta ads

Supporting copy for ad:

Every bite of this delectable Parisian dish will leave you feeling as good as it looks. Reserve your table today.

Supporting copy for ad:

You’re not dreaming. Summer cocktails on our patio are your sweet escape on scorching summer days. Join us al fresco.

Supporting copy for ad:

Expect plenty of sun and flavor all summer at Bin 23 Bistro. Join us for brunch this weekend. Sunglasses optional.

Email Campaigns

Bin 23 Bistro engaged its subscribers frequently — specialty cocktails, dining rewards, events, and more. I wrote all email content including subject lines, preview text, and body copy, collaborating with JDA's digital team to optimize reach and performance.

[Email visuals below]