Dig Inn

I worked Dig Inn (a massively popular and innovative NYC fast casual restaurant chain) to develop their brand strategy, craft their story and implement the new strategy across their platforms.  I conducted brand workshops, presented several strategies to their team, wrote the tagline, created a brand voice document and wrote copy for their website. 

Challenge: How to describe the food served at Dig Inn. 

Solution: Keep it simple with "American food, mostly vegetables."

Challenge: How to stand apart in a sea of fast casual restaurants while staying true to the brand's entrepreneur ethos. 

Solution: Shift the focus on the community and everything great that comes from them with "Let's start with a meal." 

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