Tupelo Honey – Gusto Design Co.

Tupelo Honey

SYNOPSIS: A rebrand for a Southern restaurant staple.

OVERVIEW_
Tupelo Honey Cafe is an iconic staple of Asheville, North Carolina's culinary landscape. Famous for bold, colorful Southern flavors, they've grown from humble beginnings to locations across sixteen states. That expansion—and a fresh take on Southern cuisine—called for an updated brand identity that could modernize their roots without losing their soul.

TASK_
Gusto Design Co. led the Tupelo Honey rebrand, partnering with Uncompany and HBCO for strategy and digital. The process began with targeted discovery sessions to understand the restaurant's vision, which shaped a modernized and simplified take on their original logo. From there, Gusto tackled their extensive menu suite—brunch, lunch, dinner, drinks, and store-specific specials—followed by signage, in-store posters, packaging, staff uniforms, cookbooks, and promotional items. A true top-to-bottom brand overhaul.

EXECUTION_
Through a full-spectrum media launch — spanning out-of-home, in-store, print, digital, social, events, video, and PR — Gusto and Uncompany helped introduce the new Tupelo Honey brand alongside two new locations under their Tupelo Honey Southern Kitchen and Bar concept. The campaign exceeded Tupelo Honey's goal of increasing average price per ticket, while gradually and seamlessly transitioning their identity. The result is a destination-worthy restaurant with a refined, Southern-focused experience that can hold its own anywhere in the country.