IMPERIAL DINER

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: