Laurel

Background

Laurel Brasserie & Bar was launched as a new dining destination in Downtown Salt Lake City, aiming to offer a fresh culinary experience with a distinctive brand presence. Establishing a strong, authentic identity was critical to positioning the restaurant effectively within a competitive market.

The Challenge

The key challenge was to craft a foundational brand identity and strategic vision that not only communicated Laurel’s core values and market positioning but also differentiated it from other local dining options. The brand needed to balance sophistication and approachability while resonating with the target audience.

Approach

As Brand Manager, I led the development of Laurel’s identity from concept through strategy, working closely with Pure Grey (a New York-based agency now part of Streetsense) to co-create a compelling brand narrative. Key actions included:

• Strategic Collaboration
  Partnered with Pure Grey to develop a clear, compelling brand story that reflected Laurel’s commitment to innovation, quality, and guest experience.

• Visual Identity Design
  Oversaw the creation of a cohesive visual identity system—encompassing logo, typography, color palette, and design language—that distinguished Laurel within the local restaurant scene.

• Market Positioning
  Ensured all brand elements aligned with Laurel’s desired market positioning, emphasizing authenticity, culinary excellence, and modern hospitality.

• Future Growth Planning
  Established brand guidelines and a strategic vision that could support consistent messaging and scalable growth as Laurel expanded its footprint.

Outcome

The integrated brand strategy and visual identity successfully positioned Laurel Brasserie & Bar as a standout destination in Downtown Salt Lake City. The cohesive branding reinforced the restaurant’s values and elevated guest perception, laying a strong foundation for future growth and sustained market leadership.