A modern classic.

Great American Steakhouse enjoys a strong history in the local landscape of west Texas, where it was founded. Poising to expand and attract new audiences across the U.S. and Mexico, the company wanted to capitalize on its tradition of “real Texas steak” for foreign markets. A complete brand experience would be necessary to carry the company forward and out of Texas, capturing classic features like excellence in aging and butchery while modernizing its aesthetic appeal.

Preparing for an ambitious stage of growth and development, we envisioned a 360 degree, fully integrated makeover. Original interior design, customized uniforms, a revamped longhorn identity, and streamlined menu systems were key components of the distinct brand identity. A brand essence video underscored the marriage of contemporary marketing with classic cowboy magnetism.