Awake worked with Lone Star Texas Grill to create a comprehensive and ownable brand that would better position them in the crowded category. This began with creating a positioning statement “We bring the sizzle” which was inspired by a comment in the briefing, “Without the sizzle, it’s just a taco” in reference to Lone Star’s signature fajita. The visual direction was inspired by the ubiquitous arched entrance gates in Texas ranches which create a promise of hospitality and authenticity.
As part of our brand evaluation we evolved the Lone Star logo to give it more clarity and prominence. Based on research it was found that many people didn’t know what Lone Star’s offering was so the “Texas Grill” extension of the logo was made much more readable and clear.