Brasserie 23
dining & hospitality | campaigns
Rebrand x TikTok-forward brand rollout
The primary brand awareness ad earned TikTok "Best in Class" recognition and was featured in their official advertising best practices.
There’s nothing quite like a rebrand—and this restaurant rebrand was full of discoveries. 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 the opportunity to reimagine the brand’s identity, then promote the reinvented restaurant with fresh ad creative.
As JDA Worldwide’s dedicated writer for the restaurant, I created awareness campaign concepts with my CD and designers. We leveraged target audience insights I used when creating Brasserie 23’s verbal brand guide and from our successful summer 2023 ad campaign for Bin 23 Bistro (see below).
The Idea:
The original restaurant concept for Bin 23 Bistro was very beige, bland, and corporate—the new identity needed a distinctive look and vibe to capture attention and build credibility with audiences.
The visual identity was inspired by French bistros and New Wave music, and its voice speaks like Moira Rose — cheeky, charming, and impossible to ignore. Other key ideas behind the identity and concept include:
Inspired by famously witty Hollywood personas (including George Clooney, Mindy Kaling, and Lucille Ball), the new brand identity for Brasserie 23 evokes a spirit of whimsy, sophistication, cheeky-ness, and quintessential French charm.
Created a strong sense of place and atmosphere, evoking visions of Parisian life juxtaposed with the restaurant’s location in northern Indiana.
Used sensory, evocative language
The Execution:
The Brasserie 23 rebrand was promoted across TikTok with custom ads featuring dinner, brunch, and happy hour.
The brand rollout also included ads concurrently running across Meta + OOH billboards (below).
CD: Jonathan Vessely // Designers: Michael Saalman, Teah Rushing, Mitchell Acton
OOH for rebrand awareness campaign
website copy incorporating new brand identity
Peruse the full site featuring my rebrand verbal messaging at https://www.brasserie23.com
Bin 23 Bistro Summer 2023 Campaign
Bin 23 Bistro (was) a chic, convivial restaurant located in Granger, Indiana specializing in European fare made from farm-to-table ingredients with an outstanding wine selection and dazzling craft cocktails.
The Idea:
For the Bin 23 Bistro summer 2023 campaign, my CD and I were inspired to emphasize the summer theme and the restaurant’s shift to a more European menu.
Our Concept focused on:
Created a strong sense of place and atmosphere, evoking visions of the French Riviera juxtaposed with the restaurant’s location in northern Indiana.
We were also inspired by famously witty Hollywood personas (including George Clooney, Mindy Kaling, and Lucille Ball), to inject a spirit of whimsy, sophistication, cheeky-ness, and quintessential French charm into the ad creative.
Sensory, evocative language
The campaign entices discerning diners to beat the Midwestern heat while enjoying an exciting local dining experience.
CD: Kristine Deininger // ACD: Jonathan Vessely
The Execution: Meta & Google Search 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.
Bin 23 Bistro Email Campaigns
Bin 23 Bistro engaged with its email subscribers frequently, offering specialty cocktails, dining rewards, events and more. I wrote all email content (subject line, preview text and body copy) and collaborated with colleagues from JDA’s digital team to optimize their reach and performance. Below are a few of my favorites. Please click on each image to view in its entirety.
