Marlin's
With locations thoughout South Dakota, and with plans to expand, Marlin's Family Restaurant was looking to update their branding, position and user experience. JamesDugan first considered their logo, which has good brand equity in their markets. The new logo is more of a simple evolution of their brand, versus a complete overhaul.
The goal of this rebranding effort was to establish Marlin's as a true "Family Restaurant", and not in the realm of a "truckstop" or "greasy spoon". After doing industry and consumer research, along with understanding what the client was doing with their menu and customer experience efforts, we landed on an aesthetic that is "casual, friendly and comfortable" that conveys a good value and mouth-watering food that is so good, it literally "Speaks for itself".
Campaign has included a new menu design, posters, table-toppers, billboards and TV commercials.