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From Concept to Campaign: Building a Restaurant Brand from Scratch

  • Writer: Billy Aberle
    Billy Aberle
  • Jul 1
  • 3 min read

In NYC hospitality marketing, it’s not enough to have a great idea—you need a great brand. Whether you’re dreaming up a neighborhood wine bar, a late-night taco joint, or a Mediterranean small-plate concept, branding is what brings your restaurant to life before a single dish is served.


At Billy Boy Studio, we help NYC restaurants build brands from the ground up. That means going beyond logos and food pics. We craft brand identities that tell a story, build hype, and fill seats—from concept to campaign.


Here’s what our full branding process looks like step by step:




Step 1: Define the Vision Before You Touch Design



Too many restaurant owners jump straight into visuals before clarifying what they stand for. We always begin by helping you define your identity from the inside out.


Questions we help you answer:


  • What’s the vibe of the space?

  • Who are you trying to attract?

  • What’s the emotional tone—elevated, nostalgic, cheeky, minimalist?

  • What’s your menu’s personality?

  • How will you stand out in your neighborhood or dining niche?



Example: With Chef FV’s Hot Sauce, we started with the story: bold, rooted in tradition, but stylish and modern. That clarity drove everything from the typography to the tone of the campaign copy.




Step 2: Develop a Distinct Visual Identity



Once the vision is locked, it’s time to bring it to life visually.


A full restaurant brand kit includes:


  • Logo suite (primary, secondary, icon)

  • Custom color palette

  • Typography system

  • Illustration or texture elements

  • Brand photography direction

  • Design mockups (menus, packaging, signage)



We also create brand guidelines so every future post, menu, or flyer stays visually consistent—no matter who’s creating it.




Step 3: Build the Digital Foundation



Now it’s time to bring your brand online:


  • Website: Clean, responsive, image-forward, with menus, location info, hours, and reservation integrations (Resy, OpenTable, etc.)

  • Google Business + Yelp: Set up and fully branded

  • Instagram + TikTok: Profile photos, story highlights, branded post templates, and content-ready grids



Every digital touchpoint should feel like your restaurant—even before your guests arrive.




Step 4: Pre-Launch Content Strategy



This is where the buzz begins. We help you plan the content leading up to your grand opening:


  • Construction sneak peeks

  • Brand reveals

  • Chef intros and team stories

  • Ingredient sourcing shots

  • Countdown graphics

  • Reels showing bar setup, golden hour lighting, or menu testing

  • Soft opening coverage

  • Press teaser kits



Example: For Tavern on Jane’s reopening, we created mood-driven cocktail Reels that teased the space and tripled their engagement in the week before launch.




Step 5: Launch Loud (Not Quiet)



This is the moment your brand goes live. You get one shot—make it count.


Launch campaign elements we recommend:


  • Cinematic brand video or teaser

  • Influencer invites with branded shareable content

  • QR codes linking to a digital launch menu or promo

  • Paid ads targeting local foodies

  • Opening week giveaways

  • Press push with a full digital media kit



We don’t believe in soft openings with soft content. Our launch plans create momentum that feels intentional, exciting, and brand-aligned.




Step 6: Keep It Alive Post-Launch



Your brand doesn’t end after opening night. It evolves with your audience and your menu.


Ongoing content we create:


  • Seasonal photo and video shoots

  • Branded graphics for events or specials

  • Staff stories and culture highlights

  • UGC reposts and testimonials

  • Menu feature content

  • BTS videos for prep, plating, sourcing, and more



Our monthly retainer clients never scramble for content. We keep the brand alive while you focus on running the space.




Why It All Matters



In NYC, food and service are just the starting point. The brands that last are the ones that make people feel something. Your branding should make a guest feel the energy of your concept before they even take a bite.


At Billy Boy Studio, we don’t just make things pretty—we build brands that work. From concept to campaign, we help bring hospitality dreams to life with strategy, visuals, and storytelling that drives real results.



📩 Launching a restaurant? Let’s build something unforgettable.

Visit www.billyboy.studio or follow us @BillyBoyStudio

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