Romano’s Macaroni Grill
Brand Refresh
We were commissioned by GSD&M to refresh the MacGrill image and incorporate a more casual and approachable tone. Research indicated that customer impressions perceived that it was a higher-end restaurant and should be considered only for special occasions. We started from the natural chronology of how a customer might encounter the brand, from driving by, to approaching, entering, navigating, experiencing and ordering. We explored all the touch points and analyzed how we might best have the opportunity to send a more casual and welcoming message. The result moved them away from a chain feel and focused on the authenticity of the unique family-owned Italian cafe. We designed the graphics to center around the food and all things genuinely Italian.
