O’Charley’s Restaurant Branding

We were asked by O’Charley’s restaurants chain to give their brand a fresh look that better reflected their Nashville roots and all-American fare, and Southern Charm. We decided to tap into the Nashville spirit and the town’s rich history of music, good times, and hospitality.

We recognized a parallel between a live show and a great restaurant experience and have capitalized on these commonalities.  We’re not ascribing to a “vintage” or “old-timey” look. We are honoring a legacy of celebrating the live, in-person experience of gathering with friends, having a great time out, breaking bread and sharing drinks with loved ones, retelling the stories of our lives, and creating new ones along the way. We know we hit on something when we realized they have a shared vocabulary as well. At either you might here phrases like:
“How’s everybody doin’ tonight?”
“Y’all hungry for more?”
“You’re in for a real treat!”
“Thank you so much for coming out!” ​​
“What a great crowd!” ​
“We’ve cooked up something special for you.”
“Sit back and relax…”
“We’ll see you next time!”

Visually, we found the look of letterpress gig posters that have been used for over half a decade as a way of saying “Nashville” or “The South” without cliché imagery of instruments, honky tonks, or cowboy boots.

Again, just as in a live show and equally as an O’Charley’s experience, this timeless aesthetic offers fun ways to promote and enjoy a variety of fresh, inviting experiences, while remaining solidly rooted in its proud heritage —all with a little Nashville twang.