Our Work
Crafted
Crafted
ReBranding / Promo Video / Merch / Social Media / Website
The Challenge
When restaurateur Kris Fuller rebranded her dual restaurants, Crafted: The Art of Street Food and Crafted: The Art of the Taco, she needed messaging and an aesthetic that was cohesive and distinct. While the two restaurants were different, with completely separate menus, they shared a similar ethos of bringing global street food to the people of Greensboro. The brand work needed to reflect this distinction but contain similar visual codes and messaging across the two restaurants.
The Solution
Common Giant started by spending time with Kris and her staff to understand their vision and unique approach to internationally inspired street food. Seeing Kris at work helped us understand her as a visionary and a chef, which in turn allowed us to lay the foundation of the brand.
We developed an aesthetic that expressed the use of exotic ingredients in familiar urban fare. These were applied to a new logo, menu layout and design, as well as merchandise to help promote the new brand.
In addition to a new website and menu layout, we produced a promotional video with footage of the workers crafting original recipes. The video is vibrant and kinetic, capturing the feel of urban culinary nightlife. Most importantly, however, the video spotlights Kris, her staff, and all of the team members that make Crafted such a thrilling and special restaurant.
Once the video, merchandise, website, and menu were all complete, we promoted the restaurant on multiple social media channels to drum up intrigue and get the community excited.
The Result
The new brand was an overwhelming success. Today Crafted is still a Greensboro mainstay and its continued success allowed Kris to open new locations in the Triad area. Currently, Crafted: The Art of the Taco remains one of the top restaurants in downtown Greensboro.
