The Challenge

Gather operated three successful restaurants across two cities - a chinese-inspired restaurant, a natural wine bar, and a weekend brunch spot - but each had completely different branding that made them feel unrelated. As they prepared to open locations four and five, the founders realized they needed a cohesive brand strategy that honored each concept's unique identity while building recognition for the Gather name. They were competing against venture-backed restaurant groups with slick branding and Instagram-perfect spaces.

Our Approach

We created a flexible brand architecture: Gather as the master brand with a 'family of flavors' approach for each concept. The visual system uses a warm, inviting color palette (amber, olive, burgundy, cream) with custom typography and a modular logo system. Each restaurant gets its own personality through illustration style and color emphasis, but they all feel unmistakably connected. We developed brand guidelines that kitchen and front-of-house staff could actually use - not a 60-page PDF they'd never open.

The Solution

The new website became a destination discovery platform with online reservations, featured seasonal menus, and behind-the-scenes stories about farmers and winemakers. We designed signage, menus, and merch that worked across all locations while giving each spot its distinct character. The social strategy showcased dishes, staff personalities, and community events rather than generic food photography. We created email campaigns highlighting seasonal changes and special events that drove reservations during typically slow periods.