Branding Strategies

De-positioning: The Most Effective Way to Position a Brand in Market

Ask not how your branding agency can help you change the world. Ask how your branding agency can help grow your business.


My twenty-plus years career running branding agencies have taught me what works and what doesn’t work in terms of positioning a business for growth. Many trends, perspectives, and buzzwords come and go. New ones continually pop up.


You’ve heard of approaches like disruption, differentiation, relevance, unique selling propositions, and personalization. But today, what you hear the most is brand purpose. Not just the what, how, or who the brand is, but the “why” you should care and how it makes the world a better place. This “why” is supposed to align with something bigger, which is more important than the straightforward selling of products.

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Reimagining Full-Service Dining: Olive Garden's Brand Evolution

The dynamics of dining out have transformed. Instead of merely swapping their preferred spots, patrons are now more selective about their outings. Recognizing this shift, casual dining venues are spotlighting unique offerings, such as curated small plate selections and branded dining experiences that stand out.

In their pursuit of excellence, Darden sought an award-winning branding agency to elevate Olive Garden’s presence in the full-service dining sector. Our collaboration led to a redefinition of their iconic Italian heritage, adapting it to a modern, urban, chef-driven context. The outcome? A brand identity that resonates, capturing the essence of Olive Garden and positioning it as a modern dining trendsetter.

Post-rebranding, Olive Garden’s transformation extended beyond just stock numbers. There was a tangible uptick in customer footfall, amplified online engagements, and increased loyalty from repeat diners. Employee pride surged, with teams enthusiastic about representing a revitalized brand. This brand rejuvenation set the stage for subsequent promotional endeavors by Darden’s leadership, further boosting sales and solidifying Olive Garden’s leadership in the dining realm.


What We Did

Brand Strategy, Visual ID and System, Messaging, Marketing Design, Environment Design, Website Design, Illustrations, Iconography Design, and Comprehensive Brand Consulting