The business had been through a couple of visual identities and logos over the 60 years and was ready to invest in a comprehensive brand identity as part of a developing marketing strategy and new web build.

The goal was to connect with existing customers and attract new customers that didn’t share the 60 year history with the diner. Capturing the history and core values. The visual identity needed to be versatile and future proof. The existing visuals were outdated, limiting and difficult to implement across different mediums. The existing identity was missing a scalable logo suite that didn’t feature any ownable or recognisable features.

The Wordmark

I opted to create a refined version of the existing wordmark that feels modern, simple, functional and readable while keeping the familiar Broadway style.

The Brandmark

I developed a simple, memorable and unique burger brandmark utilising the letter B and D to build a burger; the perfect icon to represent the “Best Burger in Town”

The Brand System

A versatile brand identity system with a clear set of guidelines was a must. Building out a full colour palette, typography suite and a range of brand illustrations, pattern and elements enables the brand to be brought to life across print and digital applications, big and small.

Refreshing the Broadway Diner visual identity capturing a clear understanding of the brand has enabled the team to implement a striking new website and cohesive print and digital marketing campaigns. The new identity feels cohesive and polished, the perceived quality has been lifted matching the high quality product and service that the Broadway Diner has delivered for over 60 years.

Increased Brand Equity by improving the overall brand image, leveraging their existing brand reputation and increasing the positive associations of trust, quality, reliability and simply good food!

Brand Identity Design - Esther Ayres, The Leap Creative

Marketing Strategy - Tehya Henare-Toka, Toia Marketing

Website Design and Development - Digital Refinery

Food Photography - Ally McFarlane Photography