case study:

Patina restaurant group

Branding a new corporate entity

When Patina Restaurant Group (PRG) split from Restaurant Associates, its branding was a dissonant mashup of East Coast and West Coast styles and sensibilities. Food Dine Wine Marketing masterminded a complete corporate rebranding whose objective was to align both “factions” seamlessly with a refreshed, unified brand voice and aesthetic.

PRG Grand Tier
PRG Stationary
Patina Food


The logo – see below – was old-fashioned, corporate, and unequivocally generic. Far from communicating “food,” “deliciousness,” and “hospitality,” it could just as easily have been the uninspired emblem of a widget or siding company.

PRG logo old

FDW, alongside a top branding agency, conducted exhaustive exploratory research from which a new brand identity was born. This arguably unified PRG’s 60+ distinct concepts (encompassing upscale restaurants, bars, QSR, and catering services in prominent cultural centers nationwide) and emphasized a refreshed, inspirational “food-forward” aesthetic:

• “Food Is Art”
• Modern, 21 st C. appeal
• Chef-driven
• Clean, uncluttered
• Upscale

The logo mark was inspired by the image of Joachim Splichal, the company’s celebrity chef and co-owner, drawing with his index finger the letters P, R, and G in carrot, eggplant, and spring pea purées, respectively – thereby underscoring PRG’s new artisanal, chef-driven focus. The resulting brand architecture was applied across all consumer-facing platforms such as the website, all marketing materials (traditional and digital), business cards, stationery, gift cards, e-blast template, packaging, chef coats, delivery trucks, company brochure, and digital/traditional advertising.

Testament to the simple beauty, timelessness, and proprietary nature of PRG’s logo mark is that it is still in use today.

Patina Restaurant Group logo



PRG Website

Press Kits

PRG Folders

Business Cards

PRG Business Cards


One Pot Meals

Partnership Marketing

Food and Wine Fall Wines
Food and Wine Alsace
Food and Wine Tour de France
Food and Wine Cotes Du Rhone Wines

Food & Wine Promotions

Food and Wine Cocina Rapida
Food and Wine Asparagus
Food and Wine Peach and Plum
Food and Wine Wines for the Wise
Summer Restaurant Week
Gather Around Our Holiday Table

LGBTQ+ Initiatives

Patina LGTBQ+ Initiatives
Patina LGTBQ+ Initiatives

Opportunistic Marketing

Patina Tax Relief
Patina Lemonade

B 2 B

Patina B2B
Patina B2B

Public Relations

Patina Lincoln PR
La Fonda del Sol
Let's Start Something New
Say Hello

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