case study:

IMPERIAL DINER

Rebuilding from scratch

On the occasion of its 50th anniversary, Imperial Diner in Freeport, NY hired Food Dine Wine Marketing to help shepherd the venerable brand into the 21st century via a complete brand overhaul.

Imperial Diner Entrance

TOTAL BRAND RElaunch

Branding and marketing had long been an afterthought as the ownership – through innate talent, sheer grit, and hard work – nevertheless grew the business over the decades, evolving into one of Long Island’s highest grossing diners and an iconic institution for Freeport and surrounding south shore communities. Despite these successes, the branding was perceived as dated, uninspired, and wildly inconsistent, and therefore ill-equipped to compel current customers in light of increased competition or to resonate with a new “Gen Z” audience.

FDW conducted a brief but in-depth 360° Exploratory/Audit into all aspects of the Diner, both past and present, to identify the brand’s “DNA” and the key core values that most contributed to its success. We developed and tested a few directions before landing on The Classic American Diner Experience USP.

A Positioning & Brand Voice Brief was then drafted that captured the original brand essence yet updated it to reflect a more modern and “relevantly retro” sensibility. This roadmap was then applied by our strategic marketing, creative, and social media/influencer teams onto all consumer-facing touchpoints, resulting in a complete, focused brand reboot encompassing the following:

• Logo
• Website
• Menus
• Gift Cards
• Business & Restaurant Cards
• “Inside the 4 Walls” collateral materials

• Comment Cards
• Window Displays
• Social Media Posts, Reels, and Stories
• In-store Videos
• Influencer Initiatives
• Wayfinding signage

• Branded Napkin Bands
• Uniforms
• E-Commerce Merchandise
• Style Guide
• Photography

• Logo
• Website
• Menus
• Gift Cards
• Business & Restaurant Cards
• Comment Cards
• Window Displays
• “Inside the 4 Walls” collateral materials
• Social Media Posts, Reels, and Stories
• In-store Videos
• Influencer Initiatives
• Wayfinding signage
• Branded Napkin Bands
• Uniforms
• E-Commerce Merchandise
• Style Guide
• Photography

LOGO

Imperial Diner Logo

BEFORE

Imperial Diner Old Logo

WEBSITE

Imperial Diner Website

BEFORE

WEBSITE

Imperial Diner Website

BEFORE

MENU RE-ENGINEERING

MENU
RE-ENGINEERING

Imperial Diner Menu

BEFORE

AFTER

GIFT CARDS

Imperial Diner Gift Cards

BEFORE

MISCELLANEOUS

Business Cards

Business Card

Comment Cards

Imperial Diner Comment Cards

Instagram Stories 

Imperial Diner Now Hiring

Uniforms

Imperial Diner Embroidery

Photography

French Onion Soup
Avocado Toast

In-store Table Tent

Follow Us on IG

Press Release

Imperial Diner Press Release

Style Guide

Imperial Diner Style Guide

Catering Menu

Catering Menus

Window Display

Gift Card Window Display

In-store Videos

Imperial Diner Gift Cards Holiday Window

Influencer Initiative

Imperial Diner Gift Cards Holiday Window

Customer Reviews

Customer Reviews

In-store Poster

Imperial Diner Let Us Cook For You!

Instagram Post

Imperial Diner IG

Merchandise

Imperial Diner Merchandise

Check Stuffer

Imperial Diner Breakfast to Go
Let's Start Something New
Say Hello

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