TYPE OF WORK: Web, Branding, Social


Capers has been a staple of Belleville's culinary scene since 2001. In the summer of 2013, the owners identified that it was time to evolve the restaurant to better reflect the direction of their current product offering – fresh, locally sourced food, craft beer, wine, and live entertainment. The reinvention process began with a total renovation over a two month period, at which time Capers turned to THEY to help them better define their brand and its position in the region.


After extensive primary research, THEY developed a new brand mark and position for Capers that leveraged the equity in the name yet presented the restaurant in a more refined but casual manner. Once approved, the concept was ruled out to all aspects of the restaurant's brand marketing, including web, signage, menus, and business collateral.


The all-new Capers launched in March of 2014, with a fresh new interior that embraced the heritage of the building and provided flexibility to accommodate their impressive live music scene. Their new brand is now consistently presented across all communication channels and their new responsive site provides the flexibility to control their content.

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