Owner Matt Pool ran a small but extraordinary restaurant. It was already a Phoenix landmark but needed an iconic brand to help build loyalty and support expansion. We were asked to develop a brand that was both fiercely local and uncompromising, as well as an attractive franchise opportunity for regional restaurateurs.

We leveraged our deep knowledge of the local culture and restaurant landscape to develop assets that spoke directly to the brand’s promise of fresh ingredients, like-home service, and the Valley’s best comfort food. We set out to develop a portfolio of physical and digital assets that unified customers’ experience across the restaurants and Internet.

This elements of our campaign included brand marks, several websites, photography, product packaging, swag, several wall murals, and menus.

Matt’s Big Breakfast has exploded in popularity locally, and its reputation has grown far beyond Arizona’s borders – it is currently listed in TripAdvisor’s Top 20 restaurants in Phoenix. MBB has 5 locations, now including Terminal 4 at PHX Sky Harbor Airport. He has been featured on several popular cooking shows on the Food network as well as CNN, Bon Appetit, Thrillist, The New York Times, and Eater.