Brasserie 23
dining & hospitality | brand awareness campaign | rebrand campaign
Bin 23 Bistro rebrand to Brasserie 23
There’s nothing quite like a rebrand—and this restaurant rebrand was full of discoveries. When Bin 23 restaurant was reimagined into a modern French bistro (Brasserie 23), the JDA creative and brand teams were charged with the opportunity to create a new brand identity.
Rebrand Execution:
As JDA Worldwide’s dedicated writer for the restaurant, I led all verbal development. Leveraging target audience insights, I created Brasserie 23’s verbal brand guide, which was inspired by the brand tone and voice I crafted for their successful summer 2023 ad campaign. The new brand identity evokes a spirit of wit, whimsy, sophistication, and quintessential French charm.
In concert with my CD and our brand designer, I helped established a comprehensive new brand system for the restaurant, including graphics, a new tagline, and verbal guide — along with new copy for the its reskinned website https://brasserie23.com/
To promote the brand rollout, the creative team crafted a TikTok-forward campaign with ads concurrently running across Meta and OOH signage (below).
The Results:
The TikTok ads earned “Best in Class” recognition from the platform and were featured in their official best practices for advertising.
Each TikTok ad features custom videos and copy promoting its revamped dinner, brunch, and happy hour.
CD: Jonathan Vessely // Designers: Michael Saalman, Teah Rushing, Mitchell Acton
website copy incorporating rebrand
Peruse the full site at https://www.brasserie23.com
OOH for rebrand awareness campaign
Bin 23 Bistro Summer 2023 Campaign
Bin 23 Bistro (was) a chic, convivial restaurant located in Granger, Indiana specializing in French fare made from farm-to-table ingredients with an outstanding wine selection and dazzling craft cocktails.
The Idea:
For their summer 2023 campaign, my CD and I were inspired to draw from the brand’s core audiences to inject sophistication and wit into the messaging. Building on a summer theme and the restaurant’s shift to a more European menu, so we sought to evoke visions of the French Riviera along with a spirit of wit, whimsy, sophistication, and quintessential French charm. 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
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.
