the goal: revamp the identity of Chasin’ Tails from campy to an elevated seafood experience, with an emphasis on social gatherings.
Chasin’ Tails was the flagship restaurant brand under the hospitality group known at that time as Happy Endings Hospitality. An expression of the typical Cajun meets Chesapeake seafood experience, with the unique spin of the owners’ Vietnamese/Asian heritage, found throughout the flavors on the menu.
Happy Endings reached out to Vigor to develop a more precise brand identity for the restaurant and a through understanding of their clientele’s needs. We revamped Chasin’ Tails’ verbal identity system from their loyalty club (renamed to The Mile High Club) to categories on the menu (“Sides” became Side Pieces and “Beverages” renamed Thirst Traps) to bring the brand up to date with trending terminology. We were also tasked with developing catchphrases that were cheeky and playful for packaging and uniforms, as well as creating catchy, on-brand email subject lines (I once got an email with a 51.35% open rate, no cap).
For this project, I worked with Vigor’s Creative Director and a freelance copywriter to brainstorm the various renaming efforts and website copy. I worked independently to create email subject lines and the brand’s new catchphrases.
