A NEW LOOK FOR A FAN FAVORITE
THE COMMANDER IN BEEF
If you dont know, Cincinnati has an incredible food scene. From local iconic favorites that have been serving for 100+ years, to new insanely delicious eateries found in just about every neighborhood in the region, to chefs making a splash on the local scene AND the national scene too. One such chef is the “Commander in Beef”, Kayla Robison. Kayla and Rudy go back a ways having worked at the same company although not at the same time. Over the years they have been each other’s advocates helping to propel each other’s business. Reaching out to her to politely ask who did her current branding for her pop up burger shop called “Late Nite Smash” as it was…well…just fine. But we wanted to make it as juicy as her famous burgers. (Seriously, they will change your life.
After speaking with Kayla and her partner Jessica about what the new brand should be, we leaned into the insight behind the name and its connection to “You up?” culture. Rather than reaching for the expected burger iconography, we turned to something much more ownable: the familiar text message. It gave the brand a visual language that felt playful, unexpected, and instantly connected to the late-night spirit behind the name.
“YOU UP?”
We paired that text-message-inspired identity with a bold, popping color palette and a fresh visual system designed to make the brand as craveable as the food. The result is a mouthwatering new look that gives Late Nite Smash a stronger presence—and a brand identity as fun as the experience itself..