SMOKE & RYE
Restaurant & Bar
Restaurant & Bar
CREATIVE BRIEF
Create a look and voice for Smoke & Rye that will speak in a genuine way to men and women in the Greater Louisville, Kentucky area who enjoy fine spirits, gourmet burgers and live entertainment while also appealing to our current customers. The headlines in the layout are just a sampling. A complete listing of copy options is at the end of this presentation. For some of the design directions, headlines will be built for production after approval.
Create a look and voice for Smoke & Rye that will speak in a genuine way to men and women in the Greater Louisville, Kentucky area who enjoy fine spirits, gourmet burgers and live entertainment while also appealing to our current customers. The headlines in the layout are just a sampling. A complete listing of copy options is at the end of this presentation. For some of the design directions, headlines will be built for production after approval.
CREATIVE INSPIRATION
With over 150 Bourbon and Rye available at Smoke & Rye, we drew inspiration from the intricate and artful Bourbon labels that a connoisseur would fondly relate to. With a mix of carefully laid out words of both serif and script fonts proclaim the spirit’s age and status, and accompanied with ornate detailing and flourish accents invokes the spirit of old fashioned craftsmanship. Our emphasis is on craftsmanship, along with the restaurant grinding their own meat and baking their own bread in-house, the chalkboard walls, reclaimed wood and rustic interior of the restaurant. The rough texture of the weathered wood felt like a perfect backdrop along with the vintage rustic stamped/engraved burnt wood lettering effect to mimic the way Bourbon barrels are stamped. It’s this attention to detail that draws this crowd in.
With over 150 Bourbon and Rye available at Smoke & Rye, we drew inspiration from the intricate and artful Bourbon labels that a connoisseur would fondly relate to. With a mix of carefully laid out words of both serif and script fonts proclaim the spirit’s age and status, and accompanied with ornate detailing and flourish accents invokes the spirit of old fashioned craftsmanship. Our emphasis is on craftsmanship, along with the restaurant grinding their own meat and baking their own bread in-house, the chalkboard walls, reclaimed wood and rustic interior of the restaurant. The rough texture of the weathered wood felt like a perfect backdrop along with the vintage rustic stamped/engraved burnt wood lettering effect to mimic the way Bourbon barrels are stamped. It’s this attention to detail that draws this crowd in.
CREATIVE INSPIRATION VISUALS
DIRECTION 1 OVERVIEW
This audience craves handcrafted experiences, from fine bourbon to gourmet dining. This direction will appeal to those senses with hand drawn illustrations and crafty wood textures. These headlines are just a sample. The full listing of headlines is at the end of the deck. Chosen headlines will be built out for production use once approved.
This audience craves handcrafted experiences, from fine bourbon to gourmet dining. This direction will appeal to those senses with hand drawn illustrations and crafty wood textures. These headlines are just a sample. The full listing of headlines is at the end of the deck. Chosen headlines will be built out for production use once approved.
DIRECTION 2 OVERVIEW
This look taps into the desire for authenticity. A minimalist, sleek design with a touch of roughness puts the focus on bourbon. These headlines are just a sample. The full listing of headlines is at the end of the deck. Chosen headlines will be built out for production use once approved.
DIRECTION 3 OVERVIEW
The use of filters and blurs in photos is a style our audience is familiar with in Instagram and other social media. We’re putting the emphasis on crafted food, drink and music with a design familiar to this younger audience.
CUSTOMER EXPERIENCE
COPY DIRECTION
This copy was crafted to hit each communication point; gourmet burgers, locally sourced ingredients, a huge selection of bourbon and rye, the desire to be on the Kentucky Bourbon Trail, and live entertainment while speaking to both men and women.
TAGLINES:
High Spirits, Great Flavors
The Spirit Of Flavor
Small Batches, Big Flavors
Bourbon Culture, Gourmet Eats
Good Times Distilled
Great Flavors Distilled
Serving The Gourmet Spirit
Where Spirits and Flavor Meat
Sin In A Glass Heaven On A Bun
High Spirits, Great Flavors
The Spirit Of Flavor
Small Batches, Big Flavors
Bourbon Culture, Gourmet Eats
Good Times Distilled
Great Flavors Distilled
Serving The Gourmet Spirit
Where Spirits and Flavor Meat
Sin In A Glass Heaven On A Bun
DRINK HEADLINES:
Shaken Grilled Strummed
A stiff drink, laid back
Put us on your barrel list
Put us on your bourbon map
Welcome to Bourbon Country
It’s a good day for bourbon
Shaken Grilled Strummed
A stiff drink, laid back
Put us on your barrel list
Put us on your bourbon map
Welcome to Bourbon Country
It’s a good day for bourbon
DRINK & BURGER HEADLINES:
Charred Amped Oaked
Great flavors by the glass or plate
Bourbon, Breakfast, Lunch & Dinner
Bourbon & Burgers
Kindred Spirits
Where there’s smoke there’s flavo
Kentucky’s Spirit
In Your Glass and On Your Plate
Meat Grilled To Perfection
Bourbon Aged to Distinction
Bourbon Aged Right
Burgers Done Well
Charred Amped Oaked
Great flavors by the glass or plate
Bourbon, Breakfast, Lunch & Dinner
Bourbon & Burgers
Kindred Spirits
Where there’s smoke there’s flavo
Kentucky’s Spirit
In Your Glass and On Your Plate
Meat Grilled To Perfection
Bourbon Aged to Distinction
Bourbon Aged Right
Burgers Done Well
ENTERTAINMENT & SPORTS HEADLINES:
Distilled Doubles Rock
Live Music With Subtle Notes
Subtle Notes
Try The Perfect Game-Day Shot
Throw Back A Perfect Game
Burgers & Bourbon With Soul
On the Rocks & Rolls
Shake, Barrel & Rye
Burger & Music That Cooks
Distilled Doubles Rock
Live Music With Subtle Notes
Subtle Notes
Try The Perfect Game-Day Shot
Throw Back A Perfect Game
Burgers & Bourbon With Soul
On the Rocks & Rolls
Shake, Barrel & Rye
Burger & Music That Cooks
NIGHTLIFE HEADLINES:
Pass Your Friends Subtle Notes
Nightlife Shaken & Stirred
Pass Your Friends Subtle Notes
Nightlife Shaken & Stirred
GENERAL BOURBON BODY COPY OPTIONS:
We cook with bourbon. Sometimes we even add it to the food. Add a splash of
smoky spirits to your next drink and gourmet burger from the broadest selection
of over 150 varieties of bourbon and rye under one roof. And enjoy a side of
entertainment for a full-bodied night with us.
We cook with bourbon. Sometimes we even add it to the food. Add a splash of
smoky spirits to your next drink and gourmet burger from the broadest selection
of over 150 varieties of bourbon and rye under one roof. And enjoy a side of
entertainment for a full-bodied night with us.
Burger Body Copy:
We cook with bourbon. Sometimes we even add it to the food. Add a splash of smoky
spirits to your next drink or meal from our locally-sourced menu, and savor the broadest
selection of the largest collection of bourbon and rye under one roof. And enjoy a side of
entertainment for a full-bodied night with us.
We cook with bourbon. Sometimes we even add it to the food. Add a splash of smoky
spirits to your next drink or meal from our locally-sourced menu, and savor the broadest
selection of the largest collection of bourbon and rye under one roof. And enjoy a side of
entertainment for a full-bodied night with us.
Entertainment Body Copy:
Drink in subtle notes with nightly DJs and live bands every weekend.
We’re serving up a renowned collection of more than 150 varieties of bourbon and ryes
with hearty gourmet burgers. So sit back and savor.
Drink in subtle notes with nightly DJs and live bands every weekend.
We’re serving up a renowned collection of more than 150 varieties of bourbon and ryes
with hearty gourmet burgers. So sit back and savor.
