Thanks to our Guest Blogger, Jeff Faflick, Marketing Director at Carlos O'Kelly's.
Long time regional Mexican restaurant chain Carlos O'Kelly's rebrands.
Carlos O'Kelly's rebranding was designed to reach a new, younger audience, changing the way, people perceived the 30 year old restaurant chain. Once Carlos O'Kelly's determined that, rebranding was necessary, the next question was how much? Would Carlos O'Kelly's, need a radical rebrand, a subtle rebrand, or somewhere in the middle? One of the, influential individuals at the forefront of this rebranding effort was Jeff Faflick., Jeff is the Marketing Director at Carlos O'Kelly's and has been in the marketing and, advertising industry for 26 years. "Our existing brand was towards the end of it's lifecycle, our vision was to captivate a new younger audience while keeping the vast majority of our current customer base intact" said Faflick. Carlos, O'Kelly's moved first to define their brand in the realm of ideas. Carlos O'Kelly's brought in Tracy, Holdeman, Executive Creative Director of Insight Design Communications. Tracy guided, them through the brand promise process. Once their brand promise was in place, Insight developed a number of logo designs and creative solutions. Eventually, Carlos O'Kelly's, focused on the "twisted pepper." Upon completion of the logo, Insight created, all the brand identity materials, including new menus for lunch, dinner and carryout, as well as, carryout bags and various store graphics. Throughout the the rebranding process, Carlos, O'Kelly's worked to develop a new set of menu items which focused on more hand, held foods and unique flavor combinations to inspire a new clientele. "Some of the dishes were not finalized until the last hour. That process of renewal will be a consistent practice at Carlos O'Kelly's". said Mr. Faflick
The brand promise boiled down to "Inspired Mex", which in the Carlos O'Kelly's vernacular means is an entire set of ideas.
Carlos is redefining the Mexican dining experience. We believe that those things that inspire us will inspire you, too. Think inspired food served in inspired ways by inspired people. We’ll do the searching, the finding, the refining and you can sit back and enjoy the rewards of our efforts.
Inspired Mex is not a destination; it’s a journey. If you come along with us, we promise there will always be something new and exciting around the next bend in the road -- endless opportunities to delight. after you order it, and just the way you want it.
We make our salsa fresh everyday. Our food is made from scratch and we oven-bake it to get the fully developed flavors of a home-cooked meal. Everything we bring to your table is made one plate at a time, just after you order it, and just the way you want it.
Quality is the result of doing a thousand little things right. The best ingredients brought together in the best possible way by people who care about what they’re doing. It is the caring that makes all the difference.
Inspired Mex is Mexican with a twist. Having a name like Carlos O’Kelly’s gives us the freedom to bring the flavors and fun of Old Mexico together in new and interesting ways. Generously sprinkled across our menu are signature items that are uniquely Carlos.
Our family has owned and operated Carlos O’Kelly’s all the way back to that first inspired moment in 1981. Why does it matter? Who loves something more than the creators? Who is going to care more about the restaurants’ reputation than the people who have spent 30 years cultivating it? It matters to us.
Carlos O'Kelly's logo design.
Carlos O'Kelly's menu design.