Sticky Fingers is a chain of casual fine dining restaurants in the southeastern US. The house that ribs built first started in 1992. Not much had really changed since then—at least not much in the way of branding. The folks at Sticky Fingers called on me to overhaul the Ribhouse brand. And overhaul I did.
First, I figured out what makes Sticky Fingers so great. The answer: an authenticity that comes from true southern roots. It’s taking the time to cook Memphis-style hickory-smoked barbecue the right way: low and slow. And it’s a genuine hospitality you can’t find just anywhere.
Using that southern charm as a starting point, I collaborated with the team at Sticky Fingers to craft a smart, strategic, and strong creative brief. Then, I built a look, feel, and tone for the brand that stayed true to Sticky Fingers’ barbecue roots and distinguished it from the competition with a personality as unique as its name.
That brand came to life in a new responsive website, featuring eCommerce functionality for Sticky sauce, swag, and more. I also built out online to-go ordering, which wasn’t available on the old website. And I punched up the search engine optimization with keywords, tags, and more.
The new brand also meant new menus, new crave-worthy photography by Mathew Scott of Scott Shot Photography, email campaigns, snazzy t-shirts, and more.
Sticky Fingers went from using dated images and generic headlines to mouthwatering food shots and attention-grabbing statements.
Single Differentiating Brand Idea:
Sticky Fingers has the food you love and the experience you crave.
For the love of awesome sauce
Let’s get this pork party started
Sweet tea wishes & barbecue dreams
Not every brand can work #Cuegasm into a social media post, but I’ sure glad I got to work with one that can.