Whiskey & The Goat is a new farm-to-table restaurant & whiskey bar concept coming to the heart of Austin, Texas founded by two brothers. They care about community, so their restaurant offers only long wooden communal tables and outdoor fire pits in a woodsy backyard setting. Their ideal customer is male and females between the ages of 25 – 38 years old who live in Austin, Texas. These folks are foodies who care about the presentation and quality of the restaurants they frequent. They prefer laid back, casual and warm dining environments that are suitable for lively group dinners with friends. The menu is seasonally based (they’ve curated the choices), and all ingredients are from local farms. Additionally, they will sell branded t-shirts and canvas totes in their small shop. They want their brand to exude edgy and industrial, but still a warm and rustic farmhouse feel.
Insights: The palette includes dark colors, which promote the whiskey bar feel. Black and brown for the edgy dark coffee; wine red and turquoise for a warm and rustic tone. The concrete grey is to have a light color or element and give it that industrial touch. Ostrich Sans as a font felt casual but strong. The logo is simple but to the point with the icon of a goat giving it the farmhouse touch. Whiskey & The Goat’s 3 brand pillars should be: seasonal and local; sense of community; warm but edgy. All content should lead back to these three pillars, whether it’s a podcast, a social media post, or sales material. It should all highlight the value proposition “our freshest local food, creative cocktails, lively laid-back conversations make for an overall unforgettable dining experience that makes this a go-to”.
Branding Colors and Fonts:
Moodboard Collage (design inspiration):
Food & Drink Menu mockup:
T-shirt and Tote Bag mockup:
Facebook/Instagram ads
(awareness and consideration/purchase stages):
