The ask

We were asked to update the prototypical design for Chevy’s restaurants to be implemented in several upcoming locations to be remodeled. As with most brands that have a solid track record, the approach needs to be one that concentrates on updating relevance. Sometimes a radical departure is in the best interest of the brand, but many times what is needed is an update that evolves the experience not completely changes it.

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Chevy’s is a brand that has been through a lot over the years. Several ownership changes and directional changes resulted in a brand that struggled to evolve from its past. The guest feedback was mixed, many loved the brand but felt the vibe was stuck in the past. The designs were bold, bright, and colorful. We felt that going too far away from that would be a mistake. We also felt that the number of colors and materials was a bit overwhelming.