Colin Cowherd’s The Herd – Burgers, Bets & Brews
When Colin Cowherd, a nationally renowned sports broadcaster known for his sharp insights into football and sports betting, decided to extend his personal brand into the restaurant space, we were tapped to craft a concept that resonated with his unique voice and audience. Colin Cowherd’s The Herd Burgers, Bets & Brews, located in The Brews Hall in Torrance, CA, needed to be more than just a fast casual dining destination—it had to deliver an immersive sports-themed experience with Colin’s signature flair.
Our role was to design a cohesive brand experience, from menu design to in-restaurant elements, that would seamlessly blend sports culture, betting excitement, and all-American comfort food.
Strategy
1. Visual & Brand Identity
The brand aesthetic leaned into Colin’s recognizable style—bold typography, clean lines, and a palette inspired by sports arenas: bright LED red, and matte black. Visual cues from betting slips and scoreboard elements created an immersive environment, while subtle touches referenced Colin’s persona, including quotes and references to his popular sports takes.
2. Sportsbook-Inspired Menu Design
We knew the menu needed to do more than just list food items—it had to evoke the energy of a sportsbook. Our approach: create a menu that mimicked a sports betting board, complete with LED ticker lights and a dynamic layout that featured menu items. The names of menu items were a playful nod to sports and betting, such as:
- The Blazin’ 5 – Colin’s take on the five varieties of burgers offered
- Split Decision Fries & Rings – Half and half of each, of course!
- Field of Greens – Salad
- Over Unders – Ice cream sandwiches
This approach tied into the excitement of betting, making ordering part of the experience.
3. Experiential Design
The physical space featured multiple TV screens showcasing live sports, with the sportsbook-style menu as a central visual element. We introduced a digital experience where guests could see the game scores in a digital ticker tape under the menu board
Challenges
Creating an Immersive Atmosphere: The physical design needed to match the energy of live sports and betting without overwhelming diners. We focused on integrating technology thoughtfully, ensuring the LED components enhanced rather than distracted.
Balancing Fun with Functionality: Designing a menu that was both engaging and easy to navigate was a primary challenge. While the sportsbook concept was visually striking, ensuring clarity and legibility for guests unfamiliar with betting terminology was crucial.
Maintaining Brand Cohesion: Aligning the restaurant’s identity with Colin’s well-established personal brand required a careful balance. We had to keep the tone light-hearted and entertaining without losing the essence of sports analysis that his fans expect.
Results
- Brand Engagement: Guests loved the interactive nature of the menu, often taking photos and sharing them on social media. The sportsbook-inspired design became a talking point, drawing in both sports fans and curious foodies.
- Media Coverage: The concept gained traction in local media and sports outlets, highlighting Colin’s innovative crossover into the hospitality space. His existing audience embraced the brand, with positive feedback about how the restaurant reflected his on-air persona.
- Sales Growth: Signature items, particularly those with playful sports names, quickly became bestsellers, boosting overall menu performance. Specials tied to live game events also drove sales, capitalizing on the excitement of game days.
Colin Cowherd’s Burgers, Bets & Brews exemplifies how a strong personal brand can translate into a compelling dining experience. By leaning into Colin’s expertise and passion for sports betting, we created a unique concept that not only reflects his persona but also offers guests a one-of-a-kind atmosphere. This project stands as a testament to the power of thoughtful brand strategy and experiential design in elevating restaurant concepts.
Ready to bring your brand’s vision to life? Contact The Graphic Element to craft your next unforgettable experience.