The Smiling Moose Deli started as a simple concept in Edwards, CO. A place for locals and visitors to come enjoy great fare with a mountain style attitude. Their signature sandwich, The Mo, became an iconic item which built a loyal following. The Moose soon expanded as a franchise concept with 20+ stores across America.
During the expansion, the brand lost its connection to its Rocky Mountain origin. Efforts to establish a brand presence resulted in an inconsistent use of the core identity across all locations. The Moose was in desperate need to refresh its positioning and brand.
Our team interviewed franchise owners to gain insight on the brand across the country. We learned that the brand lacked a consistent voice and struggled to deliver the Rocky Mountain promise. Additionally, the Colorado origin story was not resonating in Midwest locations. We then facilitated a brand workshop with our partners and the Smiling Moose team to establish a refreshed positioning and point of differentiation.
Collaboratively, we rewrote the brand beliefs and attributes and developed a positioning which focuses on the Rocky Mountain spirit of adventure, represented by the new tagline – Satisfy Your Adventure for Taste. This positioning drove a refreshed identity and new expression for the brand giving our teams the foundation to create a new responsive website, in-store menu boards, promotional collateral, social media content and inform store interior design.
Smiling Moose Deli