Naming and branding a burgeoning restaurant empire.
Before the creation of The Social Order Dining Collective, there was no central entity or single brand for managing the highly successful restaurants of established partners Brian Bogert and Manny Leclercq. The Social Order's collection currently includes Fuzzy's Taco Shop (all Oklahoma locations), Texadelphia (all Oklahoma locations), Seven47 and The Jones Assembly.
Create a single brand to manage an eclectic group of restaurants, plus any future concepts, which stayed true to the team’s existing culture and style.
At every location there was a consistent theme of providing customers with the right ingredients for good time and lasting impression.
A unified front provides the platform for further growth.
We knew from the beginning that this brand needed a unique name to accurately reflect the already established culture. Even though the varying restaurants were disjointed structurally, they had a common thread: their people. From the food to the atmosphere to the service the now, aptly named, Social Order Dining Collective, finds a way to put their own spin on things.
Rule breakers. Game changers. Fun seekers.
At the heart of the brand, we were able to commit to the idea that SO aims to create social environments for its guests, who like them, choose to make each outing a time to remember. Once the name was in place we began to script the brand voice and how the brand would be communicated visually. This had to be well positioned to not only work for the current concepts but for any future concepts. From there we were able to commit to bolder ideas of breaking the rules and changing the game.
The first concept the Social Order opened under its new name has been wildly successful.
The Social Order is pursuing opportunities with clarity and focus, preparing itself for continued rapid growth.
"We consider Nominee an integral business partner. I have never worked with a company that strives so diligently to understand our business and it’s core values, and effortlessly transform that vision into a complete brand. They treat each project with meticulous care and add that special 'Nominee touch' to every project. I honestly don’t know where we would be today without Nominee, after all they named our restaurant group!"