Our internal creative and marketing teams worked with an external agency to develop a new brand positioning for McAlister’s– Craveable Connections. Focusing on the three pillars of the positioning- handcrafted food, genuine hospitality, and community involvement– my team brought the brand direction to life through all channels to help tell the brand story. It took a new overall creative direction: new brand design elements and tagline, more robust employee uniform program, all new printed elements and packaging, revamped website, more enhanced digital elements, new internal communications, and a redesign of the in-store experience.
Work: Creative Direction, Design, Illustration
McAlister's Brand Repositioning- Craveable Connections
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New Brand Website
New Uniform Program
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The McAlister's menu has changed many times times over the years as menu items changed and the brand has evolved. It's always been a welcoming challenge to create a system that showcases a very large variety of menu items within different configurations and in a limited space.
Four-Fold Paper/To-Go Menu
McAlister's "Craveable Connections" Pocket Guide
This was the companion piece to the McAlister's brand book and meant to act as a snapshot of the new brand positioning. It was built as a multi-panel accordion fold so that all of the artwork and messaging is collaged and flows together to create "connection".