The Fence Post – Brand System Development

Beutler Ink was challenged to develop the brand for a new veggie-friendly, modern BBQ restaurant in Austin, TX. While the project was originally conceived as logo design plus some marketing collateral, the scope of the undertaking expanded considerably during the discovery phase.

Instead of only thinking of the brand as a logo, the Beutler Ink team recommended a brand strategy to the restaurant that would include everything from positioning to messaging, naming to logo design, collateral design to brand activation.

Establishing a unified, intentional brand would ensure the client was:

• Clear on brand audience, positioning, and messaging
• Consistent with communication across channels
• Cohesive in presenting the brand visually

To do so, Beutler Ink employed their 5-part branding methodology, developed to ensure a feedback loop between all facets of the brand. The methodology includes:

• Brand Positioning
• Brand Naming Strategy
• Identity System Development
• Brand Guide
• Brand Activation

This approach allowed the team to create a holistic approach that would not only inform the look of the brand, but the atmosphere in the restaurant, the brand voice that could be used for advertising, products labeling, merchandise as well as informing content and brand direction.  The brand voice allowed the team to drill down into messaging pillars that would serve as the basis for all communications.

Once the brand voice was understood, the team drilled down further into messaging pillars, which serve as the foundation to guide any topics of communication. Some of those brand directions included:

• Location, Location, Location: Leverage the premium location in the heart of The Domain, and how this place is a reprieve from
  shopping and work or a destination for game day.
• Craft Focused: Speak to the duality of the brewhouse/restaurant, making it a destination for foodies and appreciators
  of craft beer alike.
• Family Friendly: Highlight how you can have the best of both worlds by being a boozy-but-family-friendly place for parents
  who want to socialize.
• Sustainable:  Call back to the ethos of responsibly and sustainably sourced food and exceptional vegetarian options for those who miss out on quality barbecue flavors.
• Universal Appeal: Target local businesses and event spaces for partnerships and catering opportunities by speaking to
  the approachable menu that can be served en masse.
• Iconic Design: Promote the ambience by speaking to the stylish interiors and beer garden with lawn games and indoor/outdoor bar.

The 5-step branding methodology allows Beutler Ink to create identities that are informed by research and objectivity, rather than swayed by subjective whim. By following this phased approach from positioning through to activation, the process allowed for continually building upon findings and create a cohesive and comprehensive brand. This allows them to confidently make brand decisions rooted in strategy.

From an initial request to create a logo, the Beutler Ink team not only developed the look of the brand but details all of the area throughout the process.  To see all of the details and get commentary on the process visit the full case study at: We created a brand system for a new restaurant from scratch. Here’s how.