Food For All and
All For Food
Doe Anderson Intern Group Project // Role: Art Director
Texas Roadhouse opened Bubba’s 33 when they saw the growing market for expansion in their bar and sports clientele. While Bubba’s 33 is on the rise, they run into the issue of living in the shadow Texas Roadhouse and not having an identity of their own.
Their lack of identity became the key to their new position in their creative campaign- “Label us, no thanks.” Using their labeless attitude, it became easy to brand the restaurant as an all-welcoming place to be.
The former menu at Bubba's 33 became an issue in the new creative campaign "Label us, no thanks." What it needed was to hold on to the roots of the former design while adding a new design to carry out the labeless position of the campaign.
The menu update to match the new creative direction of “Label us? No Thanks” took its main inspiration from the prior menu. What the new menu did differently however was highlight the “Food for All” atmosphere and implement a more Americana and welcoming design.
The menu itself is set on a memorabilia piece that is a bread board making the menu become not just a menu but a part of the eccentric atmosphere in Bubba’s 33. The front is very simple and puts emphasis on the drink portion, again separating Bubba's 33 from Texas Roadhouse.
The burger on the billboard pops out of the board like it is saying that the burger itself is the answer to the food debate. The burger coming off the screen is also meant to represent the bold attitude of Bubba’s 33.
The billboard repeats the bird eye imagery with a little more meaning to the campaign. Here it is used as a way of really implementing the labeless atmosphere of Bubba’s 33. All the viewer sees is the arms showing them anyone could be in their seat and anyone could be eating Bubba’s 33 food.
The billboard repeats the bird-eye imagery with a little more meaning to the campaign. Here it is used as a way of really implementing the labeless atmosphere of Bubba’s 33. All the viewer sees is the arms showing them anyone could be in their seat and anyone could be eating Bubba’s 33 food.
Bubba's 33 loved the campaign proposal and style guide rebrand. The restaurant is now in the process of redoing their entire site and menu to match the style guide made for them.