About the Company

Renowned chef Scott Durrah set out to open his latest culinary vision in the heart of downtown Denver and authentic

Jamaican Jerk Pit, which is something that had never been done in the area. He wanted to go for something memorable and special that would stand out, but also signal to his large following that he was about to do his best work yet.

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The Situation

Scott picked out this location and as there are thorough discovery session with logo development and identity system theme and colors were built to transformed this building.

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The Strategy

Based on his input and vision for the structure, we also did the floor plan, devise the color scheme, and placement of branding to create a total immersed experience.

Above the Jerk Pit is his umbrella brand, the Chef's Table which didn't have a headquarters. The need to make room for this additional Brand in a subtle way was part of the challenge.

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The Logo

The logo was largely minimalist with embedded symbolisms. Using the scotch bonnet pepper, which is a traditional symbol of love, warmth, and hospitality in Jamaican culture. A complete rollout of hybrid formats of the main logo was made, giving the Brand flexibility to appear dynamically and clearly recognizable in various scenarios.

Vanity Logo

Some brands call for a more robust logo format in addition to its flat version. This logo has a high quality 3D effect applied to the main icon. and a different color application, using good taste gradients. A vanity logo, is more artistically oriented variation of the logo.

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SUB-BRAND

Chef's Table

As a parent Brand, we wanted to show a relationship visually with The Jerk Pit, so it shares the same color palette and a complementary type face.

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Brand Guidelines

An established system to organize how the artistic brand elements should be used in order to maintain brand consistency.

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Brand Touchpoints & Marketing Collateral

For both, the Jerk Pit and Chef's Table, PMB created banners, tents, aprons, t-shirts, labels, and branded packaging for take-out. Additionally, we provided the client with:

• Menu
• Poscards
• Business Cards

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Digital Media

Digital media was a pivotal brand touchpoint, amplifying visibility and fostering genuine engagement with audiences. It creates dynamic connections, making every interaction a chance to strengthen brand loyalty.

We encourage embracing digital media as the heartbeat of your marketing strategy, where every click and comment counts. This includes Social Media (with templates of easy edition) and a professional Website.

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