Case Study
Brigitte’s Café
Brand Campaign
The challenge
Brigitte’s Café has been a St. Cloud mainstay since 1970, when a waitress named Brigitte (pronounced Brah-Get-ah) bought the local restaurant she worked at and made it her own. Three generations later, Brigitte’s grandsons wanted to better define the brand’s positioning and create a tagline and campaign that celebrates the brand in a fresh and fun way.
The solution
Our first step was to develop brand positioning and personas that would form the foundation of our campaign strategy. Through our discovery work, we uncovered key differentiators that drove new brand messaging and the creation of the tagline “the classics you crave.” Next, we developed a campaign that brought Brigitte’s larger-than-life personality to the forefront with pithy quotes that celebrate all the things that make this iconic cafe a local favorite.
What we did
Brand Positioning
Tagline Development
Campaign Strategy
Digital Ads
Social Media
Signage
Apparel
The challenge
Brigitte’s Café has been a St. Cloud mainstay since 1970, when a waitress named Brigitte (pronounced Brah-Get-ah) bought the local restaurant she worked at and made it her own. Three generations later, Brigitte’s grandsons own the café. Along with making a number of physical updates to the space, the owners wanted to better define the brand’s positioning and create a tagline and campaign that celebrates the brand in a fresh and fun way.
The solution
Our first step was to develop brand positioning and personas that would be the foundation of our campaign strategy. Through this work we uncovered key differentiators that drove the creation of new brand messaging and the tagline “the classics you crave.” Next we carried that forward to a campaign that brings Brigitte’s larger-than-life personality to the forefront with pithy quotes that celebrate the essence of this local favorite.
Brad Bichler
Co-owner, Brigitte’s Café
“When my brother, Art, suggested doing branding, I was not very keen on the idea. I honestly thought that branding was a waste of time and money. However, after working with Gearbox, I have done a complete 180. The work they put into making our cafe even more special than I could possibly imagine blew me away. I have recommended them to anyone and everyone. I’m always looking forward to what they come up with next and I love the way they have captured the essence of our cafe.”
