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 Company 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, and request to modernized their original logo. This was to be followed by redesigning their menu suite—brunch, lunch, dinner, drinks, and store-specific specials—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, not just in the south.