Roosters Country
Roosters Country Cabaret, a well-known country bar for over 20 years, needed a refreshed brand image to overcome its outdated perception and boost sales. As the Creative Director, I led the project, developing the strategy and overseeing the execution of tasks by my team. Together, we delivered a full rebrand, including brand management, website design, photography, social media management, and advertising.
The results were outstanding: sales tripled, food sales increased fivefold, weekly guests doubled, website traffic grew by 10x, and social media following doubled. Most notably, these efforts added $2.5 million to the overall revenue. By reshaping their public image and appealing to a broader audience, we successfully revitalized the business and set it up for long-term success.
branding & identity
This well-established brand carried over a decade of recognition, but a fresh approach was essential to reshape its image. The challenge was to preserve its classic country charm while introducing a modern, updated feel. The designs had to be clean, bold, and straightforward while ensuring the brand remained recognizable and distinct from competitors.
brand management
After years of inconsistent design, social media, and promotional efforts, the brand lacked cohesion and clarity. I stepped in to streamline all communications and take full control of the brand assets. This enabled us to refresh the public image while introducing a new core message that positioned the venue as a welcoming and safe environment for its audience.
website design
We achieved a 10x increase in website traffic following the launch of a brand-new site that fully embraced the refreshed brand image. Unlike social media, the website provided complete control over the brand’s messaging and promotion without competitor interference. To attract and retain the profitable local audience, we incorporated key features such as regular fresh content updates, online event ticket sales, and reservation booking, ensuring visitors had compelling reasons to return consistently.
photography
Photography played a key role in reinforcing the venue’s image as a safe and enjoyable place for a night out. We provided free, shareable watermarked assets that patrons eagerly shared and engaged with across social media. Each week, we captured highlights of the venue, staff, and guests, which quickly became a hit—boosting nightly attendance and turning slower nights into successes. Additionally, photography proved to be the most effective way to showcase the venue’s food and drinks, further enhancing its appeal.
social media
We grew Roosters’ Facebook audience by 54%, with growth continuing monthly even after the venue’s closure. This success came from delivering high-quality, engaging content that people wanted to share, while avoiding the spam-like advertising that many establishments fall into. Additionally, we built a strong, targeted paid advertising audience that further amplified the brand’s reach and impact.
food & drink sales
Drink sales tripled, and food sales increased fivefold. To achieve this, we developed an in-house advertising campaign featuring posters, large signage, and tabletop ads to boost product awareness. Food items were professionally photographed and promoted, while drinks were given unique names and branding that aligned with the country theme, creating a stronger connection with the audience.
advertising
With a $100 ad spend, we achieved over $40k in nightly sales. By leveraging split testing and performance metrics, we developed a highly efficient and targeted advertising audience. Staying true to the brand’s identity, I crafted all ad copy across radio, print, and social media, ensuring a consistent and impactful message.
collateral design
We ensured the brand's cohesiveness and consistency by designing and creating all digital and print collateral. I also managed the production and printing of various materials, including posters, menus, table tents, bathroom ads, banners, VIP cards, and event tickets, among others, maintaining a unified and polished brand presence across all media.
showcase design
To promote various brands and specialty beverages, we designed and built creative installation pieces. Notable examples included the 40 & Pilsner wall and the Jack Daniels Pickle Jack Shack. The Pickle Jack Shack featured custom elements such as a unique menu, branded signage, and a custom-designed character, Dr. Pickle, who humorously highlighted the benefits of pickle juice. The centerpiece was an 8-foot-long 3D-printed foam pickle hanging from the ceiling, drawing attention and creating a memorable experience for guests.
marketing partnerships
We partnered with brand representatives to lower costs for both parties while promoting brand advertising through themed events and parties, such as Halloween, St. Patrick's Day, and Cinco de Mayo. Each event featured custom-designed graphics and marketing materials for both online and offline promotion. To elevate the experience, we incorporated unique live acts, such as fire eaters and contortionists, for events like a circus-themed party, creating unforgettable experiences for guests.
