OVERVIEW /
Tupelo Honey Cafe is an iconic mainstay of Asheville, North Carolina’s culinary landscape. Famous for their colorful southern flavors, they have grown their humble beginnings to sixteen states. This expansion, and new take on southern cuisine, called for an updated brand identity that modernized their southern roots.
No longer wanting to be a just a “cafe” or breakfast-only restaurant, Tupelo Honey elevated their menu to include more lunches and dinners. With a dash of southern charm, they invite the community to put on their “Sunday best” and gather ’round a table for gracious portions of delicious southern-inspired food.
TASK /
Gusto Design Co. lead the design and rebrand of the Tupelo Honey Cafe branding project, partnering with Uncompany and HBCO for strategy and digital. We began with targeted information sessions to understand the vision of the restaurant, which led to modernizing (and simplifying) their original logo. We then tackled their robust menus—brunch, lunch, dinner, drinks, and specials—some of which were unique per store. Then came building signage, in-store posters, packaging, staff uniforms, and promotional items like shirts, mugs, and coasters. Of course a spectacular mobile-friendly website (thanks Hugh!) was created that even allows for online ordering.
EXECUTION /
Through a combination of media (OOH, in-store, print, digital, social, event, video, and pr), Uncompany with Gusto Design Co. helped launch a new Tupelo Honey brand along with two new stores under their Tupelo Honey Southern Kitchen and Bar brand. We exceed Tupelo Honey’s goal of increasing their “price per ticket” all while gradually transitioning and modernizing their restaurant. Tupelo Honey has upped their game to truly compete as a destination-worthy restaurant with a delightful menu.
