Southern Hospitality With A Modern Twist
Since 1993, South City Kitchen has been serving Southern classics with a touch of humble sophistication—imagine buttermilk fried chicken, shrimp & grits, and Sunday brunch done right. The team at Surface helped this beloved brand take a new look at their brand, how it communicates and what it stands for. In the process we were able to add a depth and breadth to all brand touch points, helping to create a visual and auditory brand system that is almost as delicious as the food they serve. Who are we kidding, it’s not even close, SCK is peerless.
Sophisticated Southern
South City Kitchen is a unique combination of authenticity, credibility, and creativity. Over 30 years ago they claimed the role as the premiere steward of elevated southern cuisine; past, present and future.
A Southern Take on The Classics
The SCK beverage program features a thoughtfully curated selection of craft cocktails, wines, beers, and whiskey, perfectly paired to complement our menu. With a blend of classic favorites and innovative creations, there’s something to delight every palate. We created beverage hero pieces to drive awareness and excitement. Non and low ABV options for a more inclusive experience. Whiskey flights and cocktail pairings with stories highlighting and educating our southern heritage.
Love You Can Taste
At South City Kitchen we create love you can taste. Our food reflects a spirit of humble sophistication and inventiveness, that is unique in southern culinary traditions.Here we honor the rich history of culture, food and hospitality that has made the South world famous. We guess its what home would taste like if there was such a thing.
Our mission was to bring this ethos to life in every brand touchpoint from way-finding to menus to audio programming. Every touchpoint is lode-bearing in the creation of a meaningful culinary experience.
Creating Demand
We optimized a system-wide media program to activate trade areas to capitalize on bottom of funnel demand while using mid and upper funnel story telling, hyper targeted at specific audiences, to yield exceptionally high return on media investment.
Scope
Business Strategy
Brand Strategy & Positioning
Brand Character, Archetype and Narrative
Brand Messaging Architecture
Creative Strategy
Brand Nomenclature
Identity Systems
Website Design
Advertising, Photography, Videography
BreakThrough - Trade Area Digital Media & Content Marketing System
Wayfinding, In-store Collateral, Signage, In-store Audio Programming
Internal Alignment Initiatives