‘The legend of the son’

THE BRIEF, IN BRIEF

Son of Steak is a fast, casual restaurant that sells, funnily enough, steak. But when they wanted to expand their offering to cater to vegans (and everyone else), the name posed something of a problem. And they didn’t want to change it.

So I created a tale of creation, evolution, and spun a restrictive name into something more… a fable, of sorts, turning the name into less of an obstacle and more of a hero.

This is the legend, which attempts to present a tricky brand update as a natural, almost magical occurrence.

This is the legend, which attempts to present a tricky brand update as a natural, almost magical occurrence.

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The client also wanted a few memes to present the new offering to their millenial audience for what it was - a bit silly.

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