Branding and positioning the first multi-concept food hall and brewery: The Brews Hall
It had been a long-time dream for our clients, who are seasoned restauranteurs, hoteliers and brew masters, to open a multi-brand “food hall” that also included a functioning brewery. They searched for the perfect location, and when they found it, they were ready….
The Brews Hall was born!
We were incredibly honored to be involved from day one, which highlights our biggest strength; imagining a brand concept from the ground up. As the plans were being drawn, and the physical space was being designed, we were in active discussions with our client as the four food concepts were finalized.
Two of the four were brands from their existing portfolio (George Lopez Chingon Kitchen and a fast food version of their successful seafood and steak house Rock’n Fish). The other two, were totally new concepts we helped to develop, Chicken T.W.I.L.I (The Way I Like It) and a new concept for the National sportscaster Colin Cowherd called The Herd – Burgers, Bets & Brews.
In addition to these four restaurant brands, the brewery was the largest focus of the project. Buzzrock Brewing Co. and George Lopez Brewing Co. will each be brewing at The Brews Hall.
The Challenge
The goal was to launch the first-ever multi-concept food hall and brewery in Torrance, CA. However, the overarching challenge was naming, branding and positioning The Brews Hall as a whole, while paying equal attention to the individual brands themselves – two of which being tied to popular celebrities. Secondary challenges included designing the overall visual identity of The Brews Hall, as well as the new brands, and positioning the brands individually and the unique concept as a whole.
We had our work cut out for us.
Results
Our client has already received interest from several other investors, casinos and airports interested in putting this concept in their location which was one of their primary goals. We were so honored to be a part of this unique project and look forward to continued success of The Brews Hall.
The Brews Hall has opened to rave reviews in the press, as well as on Yelp! People really enjoy the vibe and the ability to order a variety of food and beer all under one roof. Each time you visit, you can have a different dining and drinking experience because there is so much to choose from!
ADDENDUM: During the time of the COVID-19 pandemic, this concept has been able to provide contactless ordering for guests, due to the hanging menu boards and walk-up ordering counters for dine-in. Food items are served in paper products, so they are all disposable. The food at The Brews Hall also carries well, so take out and delivery services are able to remain busy. Two large outdoor patios, make for an easy dining experience for customers who are not comfortable dining indoors.
