SALT + MARROW KITCHEN

FROM FARM TO FIRE

LOCATION // North Augusta, South Carolina

FORMAT // Full Service, Hotel F&B

HOTEL // Crowne Plaza / IHG

PM // NorthPoint Hospitality Management

The latest Crowne Plaza was set to be the gem of North

Augusta’s renewed downtown neighborhood. In the

hotel were three food and beverage outlets that needed

concepts and brands that would attract guests, tourists,

and the local crowd. With a general vision of culinary

inspiration and the interior design set in stone, the

ownership, management, and Vigor team set their focus

on crafting a concept that could be backed into existing

design while making a unique statement.

CHALLENGE

Through a rigorous strategy development process we

were able to excavate a passionate purpose for the

restaurant and lobby bar experiences. That purpose is

to set the table for our neighbors.

Setting the table means creating food and an

environment where people will feel comfortable sitting

down, opening up, and making great memories. Our

neighbors include everyone from multi-generational

locals to the fresh faces flocking to North Augusta.

From this purpose we were able to develop names,

narratives, and a robust identity that communicated

the brand’s unique attributes while evoking a sense of

refined curiosity and intrigue.

» Market Research

» Competitive Analysis

» Brand Architecture Strategy

» Brand Strategy Development

» Brand Messaging Strategy

» Brand Naming

» Identity Design

» Brand Standards Development

» Menu Suite Design

» Uniform Design Direction

» Signage Design Direction

» Website Design & Development

SERVICES

SOLUTION

PREVIOUS PAGE // Close up of debossed leather menu cover. Hero signage on main wall that makes use of multiple media to give a multi-layered experience to the core logo design.

TOP LEFT // Close-up of suite of menu designs that set a visual tone that melds modern and classic Southern style.

TOP RIGHT // Closeup of leather menu cover for the main restaurant that features a brass accoutrement that denotes concept that correlates to that menu.

RIGHT // Full suite of menu system touchpoints including handheld paper menus, dinner, and lobby lounge experience. Matchboxes, coasters, and chedck presenters solidify the brand experience.

TOP RIGHT // Close of touchpoints showcasing hunter green binding, and matchbox designs.

FAR RIGHT, BOTTOM RIGHT & BOTTOM MIDDLE // Full employee uniform for lunch daypart makes use of a casual and approachable style to contemporary elements. Uniforms were designed with modular parts to maximize opportunities across day parts and serving areas.

BOTTOM LEFT // Parlor Bar, name for the lobby lounge, carries a more jovial and tongue-in-check approach while remaining strongly rooted in the Salt + Marrow brand.

BELOW // The Salt + Marrow logo features two offset patterns derived from the texture of salt crystals and magnified bone marrow.

LEFT // Mobile-first, responsive website built to communicate the key aspects of the Salt + Marrow brand while generating brand engagement.

MIDDLE & RIGHT // Photography that expresses the visual tone experience in the F&B outlets

Our collaborative process helped the ownership and

property management team pinpoint true areas of

differentiation and opportunity. This directly affected

the ability to launch the restaurant experiences on time

and budget while realizing something fresh for the

community to experience.

See Jackson’s Bluff case study for the rooftop bar

accompaniment to Salt + Marrow.

NEED TESTIMONIAL

RESULTS

– JEFF BROWER DIRECTOR OF F&B

Joseph Szala

(678) 855-7835 x700

joseph@vigorbranding.com

CONNECT

www.vigorbranding.comIG // @vigorbranding

TW // @vigor

DO IT WITH VIGOR™People don’t buy food. They buy experiences. We believe that restaurant experiences serve as the setting for life’s most memorable moments. With such a big role to play, every restaurant has to be created with strategic thinking as the vehicle, and innovative creative as the standard. And that’s exactly how we approach designing restaurant experiences at Vigor. The result is innovation becomes more comfortable, success more feasible, and brand experiences that are unforgettable.

» Brand Strategy

» Brand Positioning

» Restaurant Concept Development

» Brand Communications

» Brand Naming

» Brand Identity Design

» Brand Activation Strategy

» F&B Menu Consulting

» Menu Suite Design

» Interior & Environment Design

» Packaging Design

» Uniforming and Merchandising

» Brand Marketing Strategy

» Activation Marketing

» Event Marketing

» Advertising

» Social Media Marketing

» Digital Marketing

» Web Design & Development

» App Design & Development

RESTAURANT BRANDING & MARKETING SERVICES

AGENCY PROFILE

LOCATION: . . . . . . . . . . . . . . . ATLANTA, GEORGIA

YEAR INCORPORATED: . . . . 2003

TEAM SIZE: . . . . . . . . . . . . . . . 12