Making a BBQ Brand Sizzle

Reinvented restaurant rolls out a new identity.

Uncle B’s Real Deal Southern-Style

Phoenixville, PA

Independently owned restaurant offerings have made the reborn town of Phoenixville, Pennsylvania what it is today. A five block town center went from zero to hero in the span of the last decade thanks to creative food and drink offerings—many of them breweries. Now, with nearly every category represented on über-popular Bridge Street, a new spot is making noise with a high-demand offering, compelling partnership, chill atmosphere and an exciting VFC rebrand.

Everyone that eats meat seems to love BBQ in one style or another and artisans in that category have some fiercely loyal followings. In fact, Uncle B’s BBQ Shack was an existing, mostly carry-out, business on the outskirts of Phoenixville, in East Pikeland Township, prior to shacking up with Root Down Brewing in a rehabilitated railroad structure that features a long comfortable bar and loads of outdoor seating.

With the move came a slight adjustment to the name and offering and Uncle B’s Real Deal Southern-style has come a long way from the shack.

Pitmaster Brian Howell (Uncle B) still wood-smokes all of the delicious meats in the new location, but an expanded menu paired with an award-winning beer portfolio has turned his baby into a destination restaurant.

VFC conceptualized the name change and ushered it in with a dynamic logo and brand standard that blasted a southern style for an anticipated grand opening. The restaurant is supported by a strategic marketing plan that features compelling and cohesive messaging across web and social channels—designed to get noticed in a noisy and competitive marketplace.

Elements

Strategic Planning
Branding
Corporate Identity System
Brand Standards
Apparel & Premiums
Website
Signage & Environmental Graphics
Operational Support
Social Media Management
Social Campaigns
Collateral
Video

Casual Restaurant Branding, Chester County, PA

Restaurant and Bar Branding, Philadelphia, Pennsylvania

Casual Restaurant Branding, Greater Philadelphia, PA

VFC rebrands deliver thoughtful creative concepts that, with the collaboration of stakeholders, naturally gel into complete campaigns that resonate with the target audience.

VFC recognized something essential in the business that could be sculpted into a compelling casual restaurant brand—the owner and restaurant’s namesake is a local celebrity—a well-known fixture in the community through his food as much as his face. He’s recognizable, and the effort to exploit his likeness in a positive direction yielded a brand that is unique and memorable, while professional support elements and magnetic messaging transitioned the rebrand from a shack to a stable structure.

”VFC doesn’t just create a logo for a business…For us they rolled up their sleeves to understand all of the moving parts and decision maker opinions to present a strategic solution that achieves goals and evolves with Uncle B’s. The collaborative process worked through multiple concepts that yielded a new company name, an image…stylized, professional and organized marketing resources and, ultimately a brand personality that people are talking about!
Beth Burckley Co-Owner