Big buckles. Big sandwiches. Big sales.
Let’s saddle up.
Our Challenge
Big boots to fill.
Business partners Brooks Reynolds and Greek House Chefs won the bid for the state fair property in the spring of 2021 and were determined to remodel and rebrand the entire venue for the opening day of the fair in August. This included a menu, merch, website, signage, decor, logo, and more. Giddyup.
Our Solution
Lil’ bit country. Whole lotta sass.
The brand we developed for JR’s is rural and unapologetic with foodie knowledge and a little mayo in the corner of its mouth. It conveys brash swagger and gives a nod to a certain famous Southfork Ranch from a hit 80s TV show. From opening day it was a hit with more than 5,000 lobster rolls sold in just its first 10 days and induction into the Million Dollar Club in its very first year.
Brand Elements
Key ingredients.
We developed a robust Southwestern color palette straight from the glamorous 80s to give the brand a retro cool vibe that popped. We also created custom neon-centric illustrations and a secondary logo reminiscent of a cattle brand to add authenticity and set it apart from other venues.
Brand Elements
Web
Digital outreach on the dusty trail.
We started with our Discovery and UX process to make sure visitors to the site could rustle up information quickly—from event schedules to menu items. Then, we applied the brand look with a mix of custom illustration, photography, and type design—all using a unique color palette.
Photography
Our very own six-shooter.
Food photography is crucial for a restaurant, especially one that relies on foot traffic during the 10 days of the Iowa State Fair. We shot thousands of photos of delicious menu items as well as food prep and Greek House Chef’s famous Blue Coat Chefs for use on social, signage, and the web.
Environmental
From pearls to posters.
The Red Dot team designed more than 100 pieces of creative throughout the venue featuring menu items, wayfinding signs, and additional decor, including a giant photo wall telling the story of the founders’ families. We also created custom wallpaper that perfectly conveyed JR’s kitschy glamorous brand.
PR
More cowbell.
Everyone was talking about JR’s Southpork Ranch even before it opened. That’s because our Public Relations team was writing press releases and roping media contacts to get our client’s story in the news from groundbreaking day to opening day—and beyond.
Merch
Merch made for cowpokes.
Every good brand (like every good cowpoke) needs the proper gear. We concepted, wrote, and designed everything from koozies and t-shirts to belt buckles and bandanas so visitors could take home a little piece of JR’s to remember their experience.
Metrics
Good day at the ranch.
The brand launch was a delicious success as more than 5,000 lobster rolls were sold in just 10 days at the Iowa State Fair. And, JR’s became a member of the Million Dollar Club by doing over $1 million in sales on their first day at the fair. They also won the Iowa State Fair 2021 Excellence in Innovation Award. Yee-ha!
