New Work: Hard Rock Café

October 16, 2014 at 11:45 am

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Boasting an impressive 44-year history buttressed by nearly 200 global locations spanning 59 countries, the Hard Rock Café has become just as legendary as the rock-n-roll culture it celebrates. Internationally renowned for its American fare with soulful flair, as well as its museum-quality memorabilia collection, the iconic restaurant chain engages with the minds and hearts of its clientele unlike any other.

That’s why we jumped at the opportunity—and challenge—to refresh Hard Rock’s brand experience to the tune of 160 restaurants around the world. Working in harmony with the Hard Rock team and a menu engineer, we developed a comprehensive system of four-walls marketing materials to concurrently strengthen the brand experience and drive sales.

Designed with those objectives in mind, as well as a rock-hard desire to communicate the brand’s classic history, modern relevance and timeless appeal, we developed an array of fresh, guest-facing materials including, menus, table tents and coasters. Across all components, our creative fused sepia-tone rock-n-roll imagery with bold typography and brave messaging.

In effect, we captured a mood and an attitude that distinctly amplify the rock-and-roll spirit featured so prominently in the restaurant’s interior motif and namesake. This was instrumental in setting the stage, (or table, actually), for Hard Rock’s main attraction—its food and drink. In doing so, we effectively cooked up exactly what the client ordered.

As a matter of fact, in response to our work on this project, Hard Rock Café International’s Vice President & Chief Operating Officer, Fred Thimm, asserted that, “Munroe nails it every time!” That recognition reaffirmed what we already knew about the Hard Rock team: These guys rock.