Newk’s Express Caf√© was interested in strengthening their brand recognition for the locations outside of Mississippi. The restaurant had all the right ingredients in place, but market research identified one issue that could hamper awareness and growth‚Äîthe brand identity. Their logo’s childlike type and colors didn’t connect with upscale consumers in new expansion markets. Similarly, the descriptor ‚Äúexpress caf√©‚Äù didn’t reflect the chain’s premium-quality approach to fast casual dining. Guided by these research findings, MWB rebranded the restaurant as Newk’s Eatery, refined the logo design and created new print, outdoor, radio and rich media ads to match.