UNITED STATES HOSPITALITY GROUP

Developing food and beverage brands for a national hospitality company.

Project: United States Hospitality Group tapped Resolute as its strategic/creative partner to help it prepare presentations to a corporate client about potential food and beverage experiences.
Strategy: USHG had helped develop two concepts: a coffee concept and a chicken-focused fast food restaurant. For each concept, Resolute worked with the team in a workshop format to develop the brand. For each concept – we developed the brand architecture: Positioning, Audience, Promise, Personality and Essence. Once developed, our collaborative team could create a concept name, logo/identity and begin to bring the brand alive.
The coffee concept became Lift Off Coffee & Tea – a national coffee & tea company that delivers darn good coffee at a great price, with surprising speed and service. The company promises to deliver a moment of comfort and inspiration that can only be found in a great cup of coffee.
The logo, the packaging and the innovative crate design for the coffee service grew out of the initial branding work. Even the “3-2-1” ordering system was inspired by the name.
The chicken restaurant became Hickory Bird – the next family food tradition in America. Hickory Bird serves inspired spins on familiar classics, great tasting, affordable and served with an extra helping of genuine warmth and hospitality. The company promises to consistently delivers great tasting, affordable food with each bite as good or better than you remember.
Again the logo, the packaging, the restaurant designs all grew out of the initial branding work.
Outcome
For each concept, our team then built presentation deck and a “sizzle” video to present the idea to the corporate client. The client approved both concepts. Lift Off Coffee is scheduled to launch summer 2018 and Hickory Bird will open two restaurants late fall 2018.