Kelseys Original Roadhouse has been a Canadian road trip staple since 1978. But with the casual dining category becoming increasingly competitive, the restaurant brand wanted to appeal to millennials. As part of a franchise-wide transformation, Kelseys approached Toronto, Canada–based design firm Open to refresh its identity and breathe fresh energy into the brand—without alienating its regulars.
Open considered every touchpoint, including menus, uniforms, food presentation and even a postcard takeaway that customers can send from the road. In developing the new design system, Open realized quickly that nostalgia would be Kelseys’ sweet spot, a way to emotionally connect with millennials while maintaining familiarity with long-time loyalists.
For each of the core menu’s main offerings—burgers, roadhouse favorites, chicken, salads and appetizers—Open handcrafted a set of unique icons. The typefaces incorporated just the right amount of grit for a roadhouse aesthetic, and modern hues of red and blue nod to the brand’s original identity. The final work is a perfect meeting point between Kelseys’ roadhouse roots and its new direction.
Open considered every touchpoint, including menus, uniforms, food presentation and even a postcard takeaway that customers can send from the road. In developing the new design system, Open realized quickly that nostalgia would be Kelseys’ sweet spot, a way to emotionally connect with millennials while maintaining familiarity with long-time loyalists.
For each of the core menu’s main offerings—burgers, roadhouse favorites, chicken, salads and appetizers—Open handcrafted a set of unique icons. The typefaces incorporated just the right amount of grit for a roadhouse aesthetic, and modern hues of red and blue nod to the brand’s original identity. The final work is a perfect meeting point between Kelseys’ roadhouse roots and its new direction.
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