Crispers launched as a well-received concept restaurant serving fresh salads and sandwiches with signature tastes. After the restaurant group exchanged hands several times, however, new owners realized they needed a more consistent voice both narratively and visually—Crispers suffered from an inconsistent brand.

Crispers charged the Fred Group with defining brand intentions and crafting promotions that aligned with the restaurant’s corporate values and seasonal opportunities.


TFG delved into Crispers’ past promotions and studied the look and original intention of Crispers as a restaurant chain. We worked with the Crispers executive leadership team to document their best opportunities, their corporate values and their key differentiators—the unique selling propositions on which Crispers can capitalize.

Then TFG developed a kit of both narrative and visual components to help Crispers define their brand and reestablish themselves as a leader in the casual dining industry. We aligned their opportunities with their seasonal themes and menu offerings to create individual promotions throughout the year that had the best chance of creating effective sales.

We also changed their advertising production schedule, moving from advertisement creation on demand to a set promotions calendar that operates months ahead of schedule. This way, advertisements can be tweaked, perfected and slotted for printing or posting long before they’re set to circulate.

In the twelve months since TFG began brand management, the redesigned visual identity has proliferated through Crispers stores. They have new menus, consistent photography, and comparable messaging across all advertising and promotions. This helps Crispers maintain a uniform brand and reach their intended audiences, which in turn creates better sales and crafts a stronger industry presence.

Crispers also has the benefit of knowing that TFG built a solid plan, and that talented and knowledgeable individuals are executing it.