- Art Direction
- Brand Identity
- Brand Positioning
- Digital Media
- Web Design
- Web Development
Objective / Solution
Reimagine the brand identity, design, and story for a legendary, family-owned, 1940s-era Hollywood-inspired steakhouse.
The Prime Rib is a collection of family-owned steakhouses founded in Baltimore by brothers Buzz and Nick BeLer in 1965.
Inspired by the brothers’ passion for 1940s Hollywood style, the restaurant is sophisticated and luxurious — from its leopard print carpets to its tuxedoed staff. In addition to its opulent decor, The Prime Rib is devoted to providing guests with the highest quality food, beverage, and service — and an experience that’s nurtured lifelong devotion in its loyal customers.
The legendary steakhouse is still family-owned — with three additional locations in Washington D.C., Hanover, Maryland, and Philadelphia.
The brand positioning and messaging celebrate the founding brothers’ love for 1940s Hollywood, Art-Deco style, live jazz, and an unparalleled level of indulgence, sophistication, and service.
The logotype’s letterforms reflect the brand’s storied history and iconic personality. A laurel wreath mark evokes the brand’s elevated, regal spirit and is paired with the established date, a vintage-inspired monogram, or restaurant location.
The captivating visual and written language elegantly translates across environments and locations in everything from menus, interior and exterior signage, dishware, glassware, and cocktail napkins to stationery, gift cards, and team uniforms.
The website showcases the reimagined identity and story with an elegant mix of iconic black and white and color photography of the spaces, owners, and delicious food. The intuitive navigation invites users to browse menus, place to-go orders, purchase gifts cards, make reservations, or inquire about events.
The color palette leads with an elegant ebony — or black tuxedo — complemented by gold foil with pops of forest green and vibrant red accents.
A series of graphic elements — a hand drawn script, ebony stars, and iconic leopards add intrigue and flexibility — and nod to the distinctive decor, impeccable service, and sophistication.