Insight:
Long known as a value-driven steakhouse, Black Angus was ready to elevate its brand by launching an online marketplace featuring its premium 21-day aged, hand-cut steaks, signature sauces, and more. But before driving off-premise sales, the brand needed to educate consumers on the exceptional quality of these offerings—and clearly distinguish them from the in-restaurant experience.
CLIENT
Black Angus
SERVICES
Brand Positioning Strategy
Brand Identity & Design
Packaging & Physical Assets
Creative Strategy
Integrated Campaign
Idea:
To honor Black Angus’ legacy while introducing its next chapter, we developed a fresh brand identity for the Black Angus Market—rooted in classic Americana design and messaging that highlights quality and tradition. The new branding showcases the company’s heritage while spotlighting premium offerings, including hand-crafted provisions from proprietary ranches, professional-grade cutlery, and more.
Launched in April 2023, the brand debuted through a multi-channel campaign featuring an elevated website, in-store displays, branded collateral, butcher paper, paid social, and digital ads.
Impact:
The new assets delivered up to 2x higher click-through rates compared to other brand campaigns, while driving cost-per-click down by as much as 75%. This strong performance quickly helped Black Angus grow its business and diversify revenue through online marketplace orders—meeting consumers where they were, as at-home dining surged.
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