Rooster’s Rebrand
The purpose of this rebrand was to make Rooster’s, a Columbus, OH local sports bar, more modern and true to the brand.
This rebrand is complete with new logo, color way, photography, and vector illustration as well as the process it took to get there.
Rooster’s has been around for 37 years and has never seen a rebrand before. This rebrand will help keep the same clientele they’ve had for years but also bring in new customers who are not a part of the Rooster’s clan yet.
This rebrand has multiple parts, including a new logo, typefaces, and colors, as well as updated brand and marketing materials. These include package design, online marketing, and brand materials such as business cards and posters.
To start we need to see how Rooster’s current branding compares and competes to other local sports bars.
Bold colors, organic typeface that is wedged between a bright mascot and tagline
Overall design mood board
The final logo(s) shown with full color as well as in white. The primary logo is the stacked variation with
the option to use a horizontal logo when applicable while the rooster icon serves more as a stamp variation.
The photography for the new brand was the focal point when first thinking of this rebrand. The photos should feel modern and playful and unique to what Rooster’s has to offer. Since this rebrand was accompanied by a campaign to push the one-of-a-kind sauces now being sold by the bottle, the photography focused on the wings and the sauces.
Most similar branding with a mascot,
tagline, bold colors, and type
Modern one-color branding with
simple recognizable features
Photography mood board
To the right are the preliminary sketches for the primary logo. These sketches range from type only, to the use of icons and illustrations to keep the aspect of the mascot without it being too overbearing. There is playfulness across the board which helps keep the brand young and exciting which helps bring in new faces who haven’t interacted with the brand before.
Shown to the right and below is the full campaign that launched alongside
this rebrand. The campaign mainly lived on social media with some out of home advertising to lead customers to go to the website or in store to get their own
bottle of unique Rooster’s wing sauce.
Other deliverables for the rebrand that were designed included:
Table tents and coasters, carry-out bags, and a redesigned website
The finale of this rebrand is creating packaging for each wing sauce to be sold online and
in-store. Each wing flavor was complete with it’s own color and icon to match the flavor profile.
Bold colors, no mascot or tagline but overall simplicity that makes it easy to understand
Similar elements (mascot) but is more
busy with textures and photo-realistic icons
For direction and inspiration, the overall branding for Rooster’s needed to be simplified and cleaned up to become more modern and up-to-date. For the design inspiration, you see a lot of simple vector illustrations and simple colors but still keep it fun and free.
The photography mood board was used as inspiration for the photos behind the marketing campaign that was created alongside to launch the new brand.
