Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?
They were able to tackle all three projects in a thoughtful, creative, and collaborative way.
We knew that the brand for our restaurant was going to be for a signature steak and seafood concept. I had gone through the naming exercise previously and had a name that was picked out, but they were able to vet out that name and then present three other names to a panel of experts we had on this. From our initial discussion about that restaurant, we began the design aesthetic of the space. We knew the name of the restaurant, the branding materials, and many of the identifiers of the space. We designed with that intent in mind. When we launched Angel Oak, everything was seamless—from the logo and the menu to the uniform and the plateware. Although LESS+MORE did not have a say on the plateware, we knew what the overall brand impression needed to be. When we came to selecting plates, we had very specific guiding principles and words that allowed us to do so.
The concept launched very successfully, and the restaurant design and development just gave us one of the top awards for the year—best restaurant design for form, function, and innovation. Being recognized in that way was really great. We would not have been able to accomplish that without having such a harmonious relationship between the brand, the design, and the operations.
People love LESS+MORE’s work. They think it’s brilliant. Even the stickers that we have at one restaurant don’t last because people take them like crazy. We can’t keep our hats on the shelves because people love the logo so much. We’ve gotten nothing but the most positive feedback, not just about hats and stickers, but about the logos.
We’ve gotten great external feedback, but we’ve also gotten great internal feedback. None of this happens in a vacuum. There might be a great brand, but there’s still a board of directors that has to approve it. The way that LESS+MORE presents is very simple and articulate. They give options, and they’re very thoughtful about it.
How did LESS+MORE perform from a project management standpoint?
I have no complaints whatsoever. We would communicate with them sometimes daily, weekly, or every other week, depending on where we’re at in the project.
One of the many things that I like about them is that they don’t have this formula that you have to fit into. There are times when we do a full day immersion and get things done, and then have a call Monday, Wednesday, and Friday to make sure we’re on track. Then we break for two weeks, and then we’ll come back and present.
There was always very open communication. They not only hit every deadline but usually hit the deadline with multiple options. We met in person and looked at the printed work so that way we had the coloring right and had everything perfect, and could sign off on it then and there.
What did you most impressive about LESS+MORE?
They’re our agency of choice for creative work for food and beverage because they understand the industry and clients. They are able to help me articulate my vision of what I want to accomplish in such a way that I know I can’t do on my own. They are able to take what my vision is and interpret into a very cohesive brand.
Are there any areas LESS+MORE could improve?
No. I’ve never been this happy with a branding agency or a creative agency. LESS+MORE are creatives at heart, and that’s what I respect about them.