RLW-logo.png


 
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
Brand Spot

Brand Book

Craveable Connections Brand Book
press to zoom
1/18
click to see inside

New Brand Website

new-website-rending
press to zoom
1/2

New Uniform Program

uniforms-513073631_edited
press to zoom
1/1
uniforms-513073631_edited_edited
press to zoom
uniforms-513073631_edited_edited_edited.
press to zoom
1/1

Restaurant Graphics

McAlister's Community Mural
press to zoom
McAlister's Main Dining Room
press to zoom
McAlister's Main Dining Room
press to zoom
McAlister's Tea Station Graphic
press to zoom
1/2
McAlister's Sandwich Story
press to zoom
McAlister's Spud Story
press to zoom
McAlister's Salad Story
press to zoom
McAlister's Sweet Tea Story
press to zoom
McAlister's Origin Story
press to zoom
1/1

Packaging Lineup

trayliner_concepts3b-1.jpg
trayliner_concepts3b-3.jpg
Tray Liner 1
press to zoom
1/3

click for more

1/1
1/1

Menu Setup

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.

Menuboards_C1.jpg
MenuBoards-concepual-schematic-01
press to zoom
1/1

Four-Fold Paper/To-Go Menu

Inside Panel

paper-menus.jpg
McAlister's Paper Menu
press to zoom
McAlister's Paper Menu
press to zoom
1/1

Outside Panel

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".

CC-brochure-cover.JPG
CC-brochure-open.jpg
Craveable Connections brochure
press to zoom
1/1
Craveable Connections brochure
press to zoom
1/1