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Newk’s Eatery

The Challenge

When hospitality fast-casual brand Newk’s Express Cafe first launched, the company experienced some confusion among consumers. Graphic design materials didn’t reflect the “sophisticated southern” nature of the restaurant’s fare.

The Solution

MWB was tapped to help refine and relaunch the Newk’s brand. We adapted the graphic standards to reflect a more sophisticated attitude, and “Newk’s Cafe” was relaunched as “Newk’s Eatery.” Following the rebrand, the Newk’s system experienced a significant uptick in same-store sales, and paved the way for dozens of new franchises to open.