A Bite of Brooklyn
BRIEF
A restaurant based in Redhook, Brooklyn is being resurrected and needs a brand makeover.
USATILITY took the brand, formerly known as "Grindhaus", and worked with the restaurant owner to create a new identity for this NYC cult favorite.
WHAT WE DID
After a decade of being known as "Grindhaus", the popular dive known for it's rock n' roll vibe was transformed to "OURHAUS" to reflect the belief that the haus belongs to everyone. Over the course of the project, the website was rebuilt completely switching from Squarespace to WixStudio. Since the launch of the new site in January, website traffic and email subscriptions are up by 1800%.
RESULT
Objective
The Who, What, Where, When, and Why
Based in Redhook; a neighborhood of Brooklyn, New York; OurHaus has captured the hearts of New Yorkers and travelers for over 10 years. Originally known as "Grindhaus" for the majority of its existence, the owner decided it was time for a change. The longstanding name "Grind" didn't seem to fit the character and purpose of of the restaurant.
The brand has a loyal cult-like following; the owners often referring to their customers as "friends, lovers, and lonely hearts." To all who love this place, it's a home away from home. Inspired by this new purpose, we introduce to you; OurHaus.
Together, we worked with the owners on their journey of rebirth with a new name, brand identity, website, and email marketing. Through this ongoing partnership, OurHaus now has the visual respresentation of the spirit and wonderful humans that made it into what it is today.
User Personas
Michelle
Age: 56
Occupation: Art Director
Bio: Art Director
Frank & George
Age: 74 & 67
Occupation: Retired
Bio: Frank (left) and George (right) are spending retirement traveling. They're currently on a six month cruise making a stop at the Redhook cruise terminal and will be looking for shops and restaurants to try.
Tony
Age: 29
Occupation: Bartender
Bio: Tony is a bartender at a nearby event venue who lives in Redhook and enjoys spending his down-time taking a book to his favorite restaurant or coffee bar and chill with other locals.
HAUS
Style Guide
Interactive
OUR
Fonts
Lulo clean
Road Rage
Courier New
Header 1
Header 2
Header 3
Header 4
Header 5
Header 5
Header 5
Header 5
Header 5
Static Assets
SUNDAY
3pm - 9pm
MONDAY
6:30pm - 9pm
TUESDAY
Closed
WEDNESDAY
Closed
THURSDAY
6pm - 9:30pm
FRIDAY
6pm - 9:45pm
SATURDAY
3pm - 9:45pm
Menu Design
Left:
Custom digital menu for the website with animated titles. The menus use a CMS system that are easy to use and change out dishes regularly, as OurHaus often does.
Right:
Custom paper menu designed for the restaurant with a faded splash logo in the background.
Mood Board
Site Engagement
Grindhaus Vs. OurHaus
As we were switching the site hosting from Squarespace to WixStudio, the client needed more online engagement and the website needed to be more than just an information page. We decided go a step further by creating an unforgettable online experience utilizing bright colors, unique animations, and created new email marketing campaigns through a subscriber program.
Since the launch of the new site in January, website traffic and email subscriptions are up by an average of 1800%.
Avg. monthly site visitors pre-USATILITY management
~90-110 site visitors per month
Avg. monthly site visitors with USATILITY management
~1,750 site visitors per month
